The word “legacy” seems to more and more connote “dead,” as in legacy retailers are dead in the water. Such foretelling of an entire industry’s future has proven incorrect. After years of stumbling along, doing what had to be done but not much else, legacy retail companies are finding ways to compete with their more agile and innovative online competitors. Store Brands; Delivery; Personalization; Experience; and Services, Not Inventory have been areas where some legacy retailers have discovered new life. Now they face another wave of change, in areas we called Limited Numbers, More Often; and More Tech Coming. Legacy retailers have decided to do what legacy companies of other industries have been doing: buy or partner with innovative competitors, or what we call Keeping Up by Spending Up. After legacy companies face down their latest tech challengers, they will face another wave of changes, as digital technology and its evolving capabilities have become a constant disruptor in the industry.