CHICAGO—With the worlds of retail and logistics converging, Cushman & Wakefield saw the need for an integrated advisory offering. Enter the firm's newCommerce platform, announced Tuesday with a view toward integrating Cushman's retail services with logistics, industrial and e-commerce offerings to provide clients with strategies for growth and advancement.

John Morris, Americas executive managing director for logistics and industrial services at Cushman & Wakefield, says the new platform is designed “to help longstanding bricks-and-mortar retailers, eCommerce-only organizations and companies in between adapt to the new landscape.” The advice provided by the newCommerce team can prove valuable “whether you're building a physical bricks-and-mortar presence or choosing between self-perform fulfillment and third party,” says David Gorelick, the firm's recently named executive managing director and head of retail services for the Americas.

On the website for newCommerce, Gorelick and Morris cite “new rules” that retailers must play by. First of these new rules: “It's not about the store of the future; it's about the customer of the future.”