Without serious consideration and investment, the lag between how shoppers behave and what retailers can deliver within a bricks-and-mortar environment is only going to get worse, for one simple reason: digital dependency is growing.
Over the next 10 years, a new consumer group will come to the fore, which will make or break retailers’ in-store technology strategies. Generation Z is the first truly digital native consumer group; their use of tech is as intuitive as breathing in and out; they expect their lives to be digitally connective and immersive.
