In fact, it is already doing so. Digital technology can replace lifeless storefront windows with
vibrant interactive screens that change with the weather or time of day and are capable of
generating recommendations or taking orders when the store is closed. It can allow customers
to design products or assemble outfits and display their creations in high-visibility locations
like Times Square. It can create engaging games that attract customers, encourage them to
stay longer, and reward them for cocreating innovative ideas.