As retailers look ahead to the way consumers will shop in the next five to 10 years, it’s likely they’ll be using technologies like artificial intelligence and virtual reality to keep customers interested.

Retail is no longer about having the latest products on the shelves in brick-and-mortar stores or having a cool website. It’s becoming much more than that.

Some retailers already are working to merge their in-store and online efforts, which provides more information about their customers, allowing better customer service and also the opportunity to sell more goods.

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