They must become more aggressive in developing strategies to secure growth, identifying new sourcesofcompetitiveadvantage and differentiation as they optimize their businesses to serve increasingly web-savvy shoppers in a very crowded market.
You do need to worry about some things that are tailor-made and that are sourcesofcompetitiveadvantage, but anything that is a cost item that can be turned into the cloud gives you more money to be innovative to do new things.