Two shipping giants are giving their relationship a second chance. Just months after FedEx and Amazon ended their delivery contract and one month after Amazon limited third-party sellers’ delivery options, Amazon lifted its ban on FedEx Ground for third-party Prime shipments.

Amazon is best positioned to be the winner of this year’s holiday shopping season. But it will have to fight a tough battle against Walmart and Target.

Target and Walmart have changed the retail game for Amazon, starting a battle for same-day delivery capabilities.

“Target has realized that its brick-and-mortar stores can enhance customer experience by adding convenient fulfillment options and truly creating a rich, virtual-to-reality path. They have smartly utilized Shipt, curbside pickup and other same-day options to draw in more customers, which drove three quarters of their 34% digital channel sales growth,” says Mousumi Behari, Digital Strategy Practice Lead, Avionos.

Research from Avionos found that nearly half of shoppers choose Amazon over other brands for its fast shopping options. How will the Amazon/FedEx breakup affect its fulfillment capabilities?

“The single most important rule in competing in the digital economy is offering relevant customer experiences, and developing an online and in-store strategy that meets customers’ unique needs at every moment,” says Dan Neiweem, Co-founder and principal of Avionos. “The digital economy is a trillion dollar sector, crowded by tons of players all vying for consumers’ attention.” – Forbes

Ultimately, Walmart has finally added a strategic digital component to its already successful brick-and-mortar presence, creating a holistic customer experience,” says — Dan Neiweem, co-founder and principal, Avionos. – Forbes

The Price The Customer Is Willing To Pay For Personalization – To an extent, we can quantify the tradeoff. In exchange for a “shopping experience that is more tailored to personal preferences,” research from Avionos reveals that 72% of us are willing to give a marketer our email address. – Forbes

Scott Webb, reflecting in the wake the IPO’s pricing said: “Snapchat has expanded from basic picture messaging, to advanced filters, payments features and even wearables to accommodate evolving demands. The company listened to its users and consistently improved the product to adapt to changing interests. This iterative approach to the user experience is what has increased user engagement and enabled Snap Inc. to grow and diversify at such a rapid pace.”” – Forbes