Wherever we look in the world, it seems like everything would just grind to a halt without technology. Retail has long since recognised the opportunities offered up by digitalisation. Automation of processes, tailored deals for every single customer, and the use of artificial intelligence are just some of the apparently limitless options opened up by this technological shift. But how well is that all-important interaction between humans and machines actually working out in practice? And what should the retail industry focus on in future?