Digital is no longer a siloed retail channel, it’s an essential aspect that runs through every consumer retail experience.

It’s time to start asking meaningful questions. Brands need to move from thinking about “how do we increase average order value?” to how they can respond to human truths and change behaviors. By looking beyond in-store or online shopping to the full experience—product, distribution, advertising, and customer service — brands can design seamless experiences that set them apart from competitors and carve out a niche for future success.

Retail innovation can be fun, but it needs to go way beyond gimmicks. Technology like voice, AI, and VR should make retail experiences feel like fluid extensions of people’s everyday lives, while solving for real customer needs and pain points.