Innovation and adaptation drive success in all competition-based systems. In the natural world, animals that evolve to have competitive advantages like size, speed, or cunning will exploit those competitive advantages to set themselves apart from others, fighting for shared resources. Those who do not adapt and find methods to outperform rivals they compete against ultimately face starvation and extinction. In the retail world, new competition and changing consumer habits are making it harder for retailers to survive. What can retailers do to evolve and keep from going the way of the dodo?