We've been hearing about the impending demise of the high street for years now, ever since online shopping and click-and-collect established themselves as part of our day-to-day lives. And yet, while brick-and-mortar retail has certainly been through a great many challenges and upheavals, it doesn't show any sign of going away quite yet. Rather than simply expecting customers to be content with previous generations' shopping experiences, the sector has demonstrated considerable ingenuity by taking full advantage of emerging technologies to deliver the kind of personalisation that would previously have been the sole preserve of online platforms.