Retail stores are equipping themselves with the latest technologies to address the rise of omnichannel approaches and develop a synergy between physical stores and e-commerce.

Physical stores are on the lookout for the latest innovations, ranging from RFID, Beacon and Li-Fi to interactive terminals, contactless payment and geolocation systems. Many retailers are launching in-store tests and rolling-out installations to adapt as swiftly as possible to customer needs and maximize the profitability of each outlet.

As they head in this new direction, retailers need to review the proper use – and even in some cases, the usefulness – of these technologies so as to make the most relevant and value-creating choices.