The debate of ‘Digital versus Brick-and-Mortar’ is perhaps over. They are not competing ideas. Digital won’t lead to the death of the brick-and-mortar store. Rather, digital presents retailers with the opportunity of creating yet another type of shopping experience, making it more attractive for shoppers by offering them further options on products, SKUs, pricing, convenience and personalization. Brick-and-mortar meanwhile is becoming increasingly important in an omni channel retail environment.