There's no nice way to say this - a bricks and mortar shopping trip can often be a stressful experience. Technology has long been touted as the saviour of the user experience in physical retail but there's a long history of false promises, high hopes and missed chances.
You could fill a graveyard with all the technologies that have been proclaimed as the future of retail. For example, QR codes were hailed as a way of bringing a richer, more informed experience to the real world, until it became apparent no one knew how to scan them!
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