Technology is changing the retail space. This doesn’t mean that bricks and mortar stores are closing down in favour of online – far from it. Instead, retail technologies are enhancing the shopping experience for consumers – on and offline – and simultaneously gaining advantages for the retailers themselves.

The biggest trend being observed is the ultra-personalisation of marketing, appealing to individuals’ specific interests with special offers tailor-made for them. Retailers and marketers now have the technology at their disposal to speak to their customers individually, so the most pressing question is not, ‘can we?’, but ‘should we?’