There is a fundamental change in today’s retail landscape, fueled by market fragmentation, changing consumer behavior, and the rise of experiences versus products. To respond to this, retailers must embrace new ways of doing business and re-engineer how they connect with customers. They need to go ‘phygital’, blending the physical and digital experiences, deploying innovative technologies and testing everything from unconventional logistics solutions to alternative payment options. Essentially, it boils down to meeting the customers where they are. But, retailers should be mindful of the role technology can play in their stores to ensure that it’s a pleasant experience for their customers.