As a result, retailers need to stay relevant to maintain and reach new consumers. It will be challenging for retailers to fill the gap of physical stores in terms of branding, marketing, product recommendations and, more importantly, fulfilling the consumers’ need for social interaction. Retailers need to create an experience where customers can interact and engage with the brand as part of a natural and engaging shopping experience. The need to offer an immersive customer experience is an essential factor to stimulate the acceleration of e-commerce which includes enriching the digital channels with the human touch.

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