The future of shopper marketing: Retail technology innovation

Gemma Newell

From mobile point-of-sale to electronic shelf labels, technology is bringing a new level of interaction and entertainment to the retail environment and the shopping experience.

Burberry: its flagship store in London combines the brand's physical and digital achievements

Over the past few years, we have witnessed again and again how technological advances are becoming progressively intertwined with changes in retail. Retailers know that the physical condition of the in-store environment has a huge effect on sales and so invest billions to make them as appealing as possible to shoppers. In the future, this will not be enough. Shoppers will expect the in-store environment to do the hard work for them, and to be entertained. So, the role of the physical space and the experience it provides will keep evolving, driven by technology.