Digital natives, those in their early teens who have grown up with the Internet as an integral element of their lives, are starting to spend. Through our five-year study into the impact of technology on the behaviour and attitudes of 10-15 year olds called Amaze Generation, we have watched how these new consumers are naturally using digital as a retail tool, a behaviour many other generations have had to proactively adopt. So what is the impact of this use of digital for retailers?