The document discusses how technology is impacting the retail industry. It notes that retailers now face competition not just from other stores but also from online retailers and marketplaces. Customers are also changing as the new generation is more tech-savvy. In response, retailers are adopting an omni-channel approach to provide integrated online and in-store shopping experiences. However, simply adding digital channels may not be effective; the solution should be driven by understanding customer needs and complementing the existing business. The document advocates a human-centered design process to develop the right customer experience across touchpoints.