E-commerce has transformed retail over the last 15 years, but the widely held presumption that online purchasing would spell the demise of bricks-and-mortar shopping has now been supplanted by a more nuanced vision of our shopping future. Recent developments in advanced interactive technology have enabled shrewd retailers to mine the idea that online/offline shopping is not an either/or proposition, and that there is a chance to engage customers in new ways on the physical shopfloor. Indeed, rather than diminishing the traditional shopping experience, techniques that have been the preserve of the online shop are to some extent now informing the new in-store retail technology.