The customer journey is blurring the line between digital and physical experiences. Therefore, retailers should look to create consistent, convenient, and inspirational customer experiences in their brick-and-mortar stores while providing the physical touch, engagement, and interaction with products. By investing in AR, VR, AI, and gesture technology, businesses can focus on improving omnichannel shopping experience to optimise engagement opportunities with customers both online and in-store, while also allowing the retailer to get to know the customer better and provide customised offerings such as personalised samples, loyalty points or discounts. I invited Valtech MD Chris Daplyn onto the podcast to share his insights into the technology guiding the future high street. Chris has over 20 years of experience in the digital agency landscape. He is a proven leader with a passion for bringing together diverse talent to connect brands and audiences in relevant and contemporary ways. Before joining Valtech, Chris has led the significant growth of several businesses as managing director of Wunderman, and most recently, as CEO of Mirum in Europe.