Ron Offir, managing director of retail and consumer products at Deloitte Consulting, has tracked the evolution of the retail industry over his 35-year career. In this video interview, recorded at Total Retail Tech earlier this year, he shares what he's hearing from retailers about their digital commerce needs.

"Consumers are really looking for increasing levels of personalization," notes Offir. "Their expectation is that retailers that they frequent know them well and are going to lower their friction in their shopping patterns."

Offir also discusses the impact of technology on retailers' businesses in today's digital-first world, offers advice for brands that are looking to digitally transform themselves to better compete, and shares what he finds valuable about attending Total Retail Tech.