Technology can sometimes be painted as an enemy to brick-and-mortar retailers. After all, it’s been consumers’ increasing (and increasingly mobile) access to the web and other tech that drove the inherent inconvenience of physical shopping into sharp relief. But, as is often the case, technology is a double-edged sword.
Each innovation brings with it its associated challenges, sure, but many retailers are ebbing with the tide of technological iteration. Mobile payments, beacons, and geo-targeting have become staples in retail marketing, but there are many technological enhancements that aren’t as ubiquitous, even if they should be.