The retail industry is undergoing a transformation, embracing the "Phygital" era, which merges physical and digital experiences to meet changing consumer demands. Customers expect a seamless, personalized experience that combines online convenience with in-store interactions. Retailers are leveraging technology such as mobile apps, interactive terminals, and augmented reality to enhance the customer journey. The role of in-store staff is evolving to provide more tailored advice, supported by real-time data and digital tools. This new approach is reshaping the retail landscape, creating opportunities for growth and innovation.

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