Improvement constitutes progression. That which has already been achieved does not become superfluous – it is a foundation. It is necessary. And this notion permeates all areas of change. Escalators never became a replacement for stairs and paperbacks have not faded into insignificance in the wake of the e-book.
Just so, the retail industry is branching out rather than changing lanes entirely. Experience allows one to build on from what and where one started. This can be done – this should be done – by responding and reacting to big data.