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There’s more to martech than meets the consumer’s eye

When you think about technology in retail, what comes to mind? Often when we talk about technology, we gravitate to what consumers can see – things like scan-and-go, interactive mirrors, AR/VR or, recently, The Metaverse. These are technologies consumers directly interact with, so it makes sense for retailers to consider, evaluate and (where appropriate) integrate them as part of a broader customer experience. Yet we can’t forget about the technologies behind the scenes that help retailers o