'Consumers are growing tired of 'filters' reducing the transparency of their interaction with the producer of the goods, reducing authenticity of the goods and services they purchase.'

They want more direct access to the sources of goods and expect more from the retailer - it's not enough to source the goods alone, retailers need to source better, more often and for less,' Sands said.

'This shift has occurred over the last decade, accelerated by the internet and our growing desire to be part of the creation process for the products and services we choose to buy.'

Sands said the changing landscape means retailers would have to fight harder for customer share and come up with innovative and inventive ways to retain customer loyalty.

They have produced the Retail 2020 report, which outlines key retail trends for the next ten years based on extensive research conducted in Australia, New Zealand and Asia.