Stores can't compete with services better delivered by the efficiencies of the web but should instead focus on the art of the human experience.

Earlier this week I was on stage at the Shopper Marketing Summit in Chicago as a keynote speaker. While I was introducing my talk about the Future of Retail, I spoke – as I usually do – about how while the findings of PSFK's report on the subject suggests that technology can actually help create a more human experience in store, often electronics and systems suck the soul out of the shopping experience.

As I presented, an idea came to me — when retailers use technology to fight online shopping, they simply turn their stores into bad versions of the internet. Retailers all too frequently choose technology over humanity, efficiency over service and novelty over true refreshment.

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