We're living in the fourth industrial revolution; one made of smart devices, new business models, and digitized supply chains. So in an era like this one, why do brands like CVS Pharmacy choose to bet on brick and mortar as their primary way of doing business if the benefits of digital disruption are so well-documented? The answer might be simpler than we originally thought. As Gartner's Digital Transformation In Retail says, "Every customer interaction is a unique opportunity to harness long-term value by providing exceptional service. Retailers must leverage technology that augments the customer's preferred way to shop." In the case of CVS, a pharmacy chain with at least one pharmacy within a 5-mile radius of 71% of the country's population, according to recent estimates by Quartz, staying in the brick and mortar side of town might not be such a crazy bet after all.