In 2030, the retail environment sees ubiquitous same-day delivery of online goods and autonomous-vehicle pickup and delivery of store purchases. Consolidation across e-commerce and retail industries has left only a handful of players that can combine logistical sophistication with a national footprint. Convenience and availability, not impulse, drive consumer purchasing in this future, making branded goods an exclusive differentiator between sales conduits. Strong brand identity is needed to motivate consumers to make purchases beyond their convenience threshold.