The measure of technological innovation is no more keenly felt than in the media and retail industries. Whilst the media is arguably past the accent of the curve of impact, retail is still on the ascent; technology is making an ever stronger impact on retail with each passing day. Retailers are adapting to the benefits offered by ‘anytime, anyplace, anywhere’ demand from consumers that are now leading the agenda. The foundations of how, when and why we shop have begun to fundamentally change. Together, retailers, innovators and consumers are learning from a decade on the fringes of digital, retail is part of the second wave of our digital evolution, a more nuanced, more seamless world, where together we cherry pick the best and most useful of our online behaviours and transfer them out into ‘the real world’.