John Vary

British retailers are investing heavily in the use of digital and mobile in-store to persuade consumers that brick-and-mortar shops aren't just relevant in a digital world but the only place to get the best retail experience in the run-up to Christmas. For example, John Lewis, best known in creative circles for its emotive advertising, is now making digital waves with plans to test a number of new apps designed to deepen customers’ physical in-store experience. First up in early November will be an in-store 3-D printing pilot which, combined with RFID tagging, will help people choosing a new sofa.