Imagine walking into a store and finding a fitting room full of outfits curated just for you–items you reserved online, and a few chosen for you based on what you’ve bought in the past. You like a pair of jeans and a button-down, but you’re walking straight to dinner, so you have them shipped to you. When you get home, your Google Home device gives you an update: The order should arrive tomorrow between 10 a.m. and noon. If a brand could make shopping feel this intuitive, I’d shop with them all the time. I expect other people would, too. As consumers, we expect everything to be tailored to us, whether we’re searching online or visiting a store. But according to a study by PwC and SAP, just half of retailers are meeting these expectations. Read more at Fast Company.