In recent years, the retail sector has faced increased competition and increasingly demanding consumers with regard to the digital shopping experience.
The conclusion is clear: it is no longer enough for brands to rely solely on their physical presence. As a consequence, the retail sector has reinvented itself in its entirety (food, technology, media, goods, textiles, DIY and more). It has entered the era of the phygital store, combining a physical presence with online visibility. Mobile payments, touch-screen terminals and Click and Collect have all contributed to the development of e-commerce.