Answer by Syama Meagher:
Back in 2008 when I was working at Barneys New York in the Ecommerce division we struggled with the creative vision of making an online store that both reflected how the customer shopped the store as well as how consumers were shifting how to shop online. Obviously shoppers online are triggered to shop by various CTA’s, and the experience can be controlled. The majority of larger brands are moving in this direction of optimized ecommerce, though the shift into the ecom budget will continue to increase as more sales dollars come through those channels. Its also much harder to move a large machine than a nimble, innovative business. They will get there- just takes time.