Brick-and-mortar still dominates the retail landscape today. Online retail made up just 8 percent of total U.S. retail sales in 2013, and Forrester Research predicts it will account for only 11 percent of total U.S. retail sales by 2018.

But it is a growing threat. E-retailers are enticing shoppers to skip the stores with faster and cheaper shipping, mobile websites and apps, and even physical buttons that customers can install in their homes to reorder everyday household items with just one push.

“Retailers are going to need to adapt the physical store to stay relevant and compete with online retailers,” says Steve Barr, U.S. retail and consumer sector leader with PricewaterhouseCoopers.

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