Red Queen Syndrome: Why investing in ecommerce may not be paying off
The Red Queen hypothesis, named after Lewis Carroll’s famous character, states that to gain evolutionary advantage a species has to evolve more rapidly than the speed of evolution of those around them.
So why is this useful in ecommerce? To out-perform the competition businesses need to think differently about ecommerce and how they can accelerate their evolution. The most successful brands understand ecommerce is an integrated system supported by a customer-centric culture and they are investing in building this capability to generate growth.