A retailer does not stand puzzled or indifferent when a prospect walks in. The retailer already knows about the movements, psychology, preferences, needs and wants of a possible customer. The shelf is no more just a place where products are parked and gather dust. It is, in itself, a powerful data point – analyzing, empowering, collecting and disseminating crucial nuggets about a customer. Even the cash register has assumed a new significance – modern payment systems and interfaces have helped say goodbye to fraud, friction and delays. Plus, they are turning out to be reward and incentive mechanisms that are intuitive, swift and subtle.

Retail is not the last point of port. It is the destination.