Wesfarmers are probably right to be concerned as Amazon have now launched their food supermarket delivery service in the UK in partnership with Morrisons - Australia may follow.  The Innovation in Retail summit last week provided similar very clear messages to its C-suite attendees - we need to innovate to survive, the consumer needs to be at the centre of innovation and it isn't always just a technology solution.  Major retailers are preferring progress over perfection in testing innovative concepts earlier rather than missing the boat.