Retail: A Journey of Paper, Bricks, Clicks, Social, & Now AI.

I've been writing this book for over 20 years, I'm hoping to get it published in 2025 but for now I am releasing several chapters in anticipation it helps to make you think about the dynamics of change.

When I first started in retail, we lived in a world dominated by paper. From ledgers and receipts to catalogues, everything was run on the back of hard copy systems. As the digital revolution took hold, we saw the rise of bricks-and-mortar stores complemented by online “clicks,” marking the beginning of eCommerce as we know it.

Soon, social media transformed how businesses interact with their customers, adding new layers of engagement and communication.

Today, we stand on the precipice of yet another seismic shift: artificial intelligence. AI is already reshaping the retail landscape, from automated customer service to predictive analytics and personalised shopping experiences. This next wave, fuelled by advances in machine learning and data science, will completely redefine how businesses operate and succeed.

But AI isn't the only change. Social commerce born out of platforms like Instagram and TikTok is driving a new breed of competition, where consumers are not just buyers but influencers and even sellers.

?“Paper, Bricks, Clicks, Social, and now AI” is a roadmap through these ongoing waves of disruption.

My book traces the history of retail, delving into the lessons learned from those who failed to adapt and the success stories of those who embraced change. From the early days of the internet to the social networks shaping today’s marketplace and AI’s transformative potential, this book is a reflection on how far we've come and a guide to where we're headed next.

Just as in the ‘Butterfly Effect’ metaphor it seems that when one person in Wuhan province coughed the world caught the flu at lightning speed.

As global retail started to feel the full fragility and brutal brunt of this butterfly winged global pandemic, we started to see those with already weak balance sheets that were already teetering on the precipice of disaster gasp their last retail breath. Pre Covid-19 we saw lots of retail companies in different sectors who say they were keen to change.

As we now know they didn't move quickly enough, and the Covid crisis simply accelerated what would have been a slow terminal decline.

Change is scary for many people, particularly if it seems like it's your job that could be cut as part of that change. The reality is that even though we might say we embrace change we prefer structure, order, and the familiar - so we end up just taking an incremental approach to change which in effect doesn't really change anything does it?

But what if you had a crystal ball, what do you think you would have done different if you knew how quickly the Covid crisis was going to hit the fragility of economies, people, countries, and the subsequent business impact. What do you think M&S, Thomas Cook, Mothercare, Debenhams, John Lewis, House of Fraser and others would have done different back when the sun was shining - correct answer is NOTHING, yup that's right, nothing!

The traditional retail sector has lumbered along for many years, when the internet arrived far too many of them simply saw it as a threat to 'cannibalising' the physical store network and did very little, a few of them followed the herd and added a website, but all done at a very slow pace. In my experience you can introduce new processes, technology, and yes even new people, but if the mindset of the company (it's culture) doesn't change then it's all wasted time and effort.

The questions raised in this book can be summarised in one statement ‘Can We Change the Future?’

Author Bio: Stephen Sumner is a seasoned multi-channel retail expert with over 30 years of experience navigating the dynamic and rapidly evolving landscape of commerce. From traditional paper-based retail to bricks-and-mortar operations and the rise of eCommerce, Stephen has been at the forefront of each wave of retail transformation. An early adopter and innovator, Stephen has worked with some of the UK’s most renowned retailers and brands, helping them to adapt to the digital revolution, social commerce, and now, the emergence of AI.

Throughout a diverse career spanning retail operations, consultancy, and entrepreneurship, Stephen has led numerous high-profile transformations, helping businesses pivot from outdated models to more modern, data-driven, and customer-centric approaches. Having built, sold, and advised a variety of companies from sport and shapewear brands to SaaS firms Stephen is a true ‘change maker,’ recognised for turning common sense into common practice in a fast-moving digital world.

Stephen has also contributed extensively to industry thought leadership, writing articles on LinkedIn and other industry platforms about the challenges and opportunities in today’s retail landscape. In "Paper, Bricks, Clicks, Social, and now AI", he draws from decades of insight and first-hand experience to provide a blueprint for retail success in the AI-driven future.

** Book still in editing and draft - due for publication 2025.