Predicting the Next 5 Years in Retail

5. Adapt to living in a one-screen world. Retailers have heard over and over again about the three-screen environment, but Joel argued that's not will matter going forward. There's only one screen that matters, and that's the screen in front of the consumer at that particular moment in time, he said. Increasingly that screen is becoming an e-commerce website, but it also can be a mobile tablet, in-store kiosk, TV screen, among other technologies.