Smart mirrors that display virtual make-up on customers, baskets that automatically ring up their contents, tablets for kids to design and customise their toys on the spot. Technology has ravaged malls across the US by allowing customers to shop online, but retailers now hope it is also the answer to luring them back in store. “Complacency will lead to extinction,” said Pravin Pillai, global head of retail industry solutions at Google Cloud. Tech was the talk of the National Retail Federation's annual Big Show conference in New York last week, attended by 37,000 delegates. Silicon Valley companies and start-ups lined up to pitch ways to help retail. For tech, the potential to digitise physical stores presents an opportunity: despite the e-commerce revolution, an estimated 85% of shopping in the US is done in person. Stacey Shulman, chief innovation officer at Intel's retail division, said technology was redefining the basics of the sector. “It's not about pushing product any more. I...

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