The document discusses how consumer trends and interactive retail are influencing shopping behaviors. It notes that shoppers are exposed to vast amounts of marketing but ignore most of it. Mobile phones are widely used by shoppers in stores to research purchases. Digital signage and interactive displays in stores can attract customers, engage them, and influence purchasing by 12% on average. When implemented effectively as part of a comprehensive retail strategy, interactive in-store technologies can enhance the shopping experience, reduce clutter, and influence the purchase decision at multiple points in the store. The key is to have a plan where technology enhances the customer experience and employee role rather than being the primary focus.