Exploring the Reality of a Digitally Enabled Store

The role of the brick-and-mortar store of yesterday was simpler — put a product in the hand of the consumer. Stock the shelves. Accept payment. Transaction complete. Retailing used to be a much more straightforward concept before technology.

Today's customer journey has exploded across touchpoints, powered by technology, enabling purchases from around the globe to happen anytime, anywhere. Yet it isn't clear to what extent these innovations are trickling into real-world retail experiences.