Here is an example of how retail tech is planned to further inhabit the domain of 'bricks and mortar' retailers to provide new models for the consumer. These advances will be embraced by many retailers to enhance their pursuit of leaner more efficient models, but with resulting benefit to tech led businesses like Amazon. One sees an analogy here with how media businesses have tried to harness the tech giants with the aim of better reaching their consumer. It remains to be seen who the ultimate beneficiary of these developments will be......