An influencer is nothing more than a private testimonial. Authenticity is key for influencers because at the end of the day, they are independent entrepreneurs who basically put on the appropriate clothing or cap for their client. I think influencers have a really important function, but only when they’re acting as a partner to a brand. But even then, they will not replace the interaction between customer and brand, they will only complement it.
There is no “Digital First” anymore. It is “Digital Only” which really sets the standards and pace for buying and customer-brand-retailer interactions. In-store shopping is actually the exception for “digital hick-ups”. The physical interaction needs to be on point.