Fragmentation. It's a word we're getting used to. As we've become more connected, everything around us seems to be fragmenting. Yet with smartphones taking connectivity to a new level, 2015 will demonstrate that we've not seen anything yet. And supermarkets will need to redefine themselves for the future.
Take media. In many ways this has been the poster child for fragmentation. Different media types and channels have proliferated, accompanied by an explosion in the amount of cont