EXPERIENTIAL RETAIL By Robin Raskin Pietari Posti/Theispot.com Retail isn't dead, but the game has changed. A new generation of shoppers is frequenting both real-world and online shopping destinations that make personalized connections and reduce the friction points of shopping. Whether it's to create new consumer experiences, to ease payment difficulties, to gather data that fosters customer loyalty, or to create a more efficient ecosystem, retailers who tech have a distinct advantage. 24 JANUARY/FEBRUARY 2020 I T I S I N N O VAT I O N