Unlocking Retail’s Human Touch

Digital commerce has made shopping more pleasant by shielding consumers from some of the traditional pain points of physical retailing, including long lines and clutter on the floor. It’s now easier to discover the products we want, on our own terms, and at the best value. Hyper-efficiency has been delivered and consumers have responded favorably by taking more of their shopping online.

What digital platforms have not done, despite their peer-network models and media-rich capabilities, is replace the need for true physical, human interaction. An emoji is neither a smile nor a handshake, and digital content, including some of the new virtual reality experiments, is not a fully immersive emotional experience. Read more at Huffington Post.