“2018 will be a difficult year for Amazon”

That is what Jerome Gayet, Head of BDC Consultants said following the NRF Big Show in New York in January 2018. Amazon will face a plethora of new competitors issued from alliances between traditional retailers and online merchants. Indeed, “brick & mortar” retailers have clearly understood that associating with online retailers is the only possible strategy, since they do not have €1 billion to invest to transform themselves from the inside while investing in their huge store netwo