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Technology, especially mobile technology, has had a profound impact on how we shop. This is not just evident in the rise of e-commerce; it is also changing our behaviours in physical retail. Shoppers' expectations have never been higher, and brands and retailers need to work together to deliver more convenient, seamless and rewarding solutions. This will require a new, more digitally-driven approach to in-store marketing. Significant opportunities already exist across locational, experiential and conversational technologies. To use these effectively, marketers need to ensure they are solving real shopper problems in ways that are perfectly tailored to context.