A report published by a retail group each year provides a listing of stores, sellers, ideas, people, and concepts that it considers the most influential for that year. Although some trends appear nearly every year, a few surprises invariably sneak up—or down—the list.
The most recent version lists two technology giants in the first and second positions: Amazon and Apple. The editors note that Amazon, which once might have seemed like a fad, has revolutionized the very way people buy things. Even as it has been doing so, Apple has reinventing how we understand technology and our uses of it—and making us demand style along with our tech.
Although both the top two spots cite retailers, broader concepts, such as the economy and unemployment rates, mobile commerce, and discounting, appear in the top ten as well. From these influences, marketers must learn that even the greatest efforts might struggle when the environment makes consumers unlikely to buy.
Such a report offers marketers a great tool, indicating both examples they might follow and trends they need to adapt to in their efforts.
Source: Retail Customer Experience, Top 100: Retailers, Issues, and Trends that Are Making an Impact. Louisville, KY: Networld Media Group, 2012
Grewal Levy Marketing News 
What is also important here is that both Apple and Amazon have continued to succeed even when the economy makes consumers unlikely to buy. Iphones and iPads continued to be sold much better than competitors indicating the two technology company’s abilities to overcome even uncontrollable factors such as the environment.
It’s incredible how the innovation of companies determines society’s perceptions and approaches to life. Both Amazon and Apple’s focus on simplicity revolutionized the shopping experience for society, and people are demanding less hassle environments from stores. This carries out through other industries, and shapes expectations and mentalities for individuals.