Customers are forcing a fundamental change in retail by demanding and expecting a seamless convergence of their in-store and digital experiences.

Store spaces are therefore becoming the ultimate omni-channel portals: digitally connected brick-and-mortar platforms, as vital for driving digital commerce and brand conversations as for in-store sales.

The opportunity is huge: brands can design new data-enhanced shopping experiences, offering timely, contextual and personalised services. And given that roughly 68 per cent of customers use a mobile device while in store (report by KPCB), the integration of mobile in retail is a necessary step and has yet to be nailed.