Different shifts will affect organizations in various ways, of course. Consider the effect of including loyalty schemes in mobile wallets, such as Apply Pay, which launched in the UK this autumn. It can introduce broad opportunities for loyalty.

But before taking the first step toward adaptation, marketers would benefit from an audit of weak spots, opportunity areas and emerging core strengths. To that end, here are three questions to address for change preparedness:

Question 1: Where do we look to anticipate change?

When ferreting out trends, organizations tend to look only within their own industry, missing opportunities in other fields. In loyalty marketing, for instance, many events sweeping traditional retail existed in hospitality for years. The best organizations take an all-of-the-above approach to foreseeing change, monitoring competitors, other industries and geographies.

Question 2: What markets, opportunities are at risk?

Today’s best customers will likely look radically different in a year or two. While serving these shoppers, organizations should keep an eye on the share of wallet they'll be fighting for in 2016. Many organizations are hyper-focused on millennials, but that can cause missed opportunities with younger shoppers. Companies that monitor for risk and identify customer pain points are better equipped to retain future spending.

Question 3: What are the feasible strategies?

Organizations are well advised to adopt a crawl, walk, run approach to change. Managers should pilot risky strategies early, but in small batches, and assess the data outcomes quickly. Then, by dedicating the necessary resources, they can adjust and iterate until they feel comfortable widening the tests. This approach will help to avoid being overwhelmed by change, while turning threats into opportunities.