The future of design in retail? Let's rethink that, says Emile Colker, executive director of design and innovation firm IDEO, where she works with businesses on “click-to-brick” experiences and digital transformations. Real competitors in the new economy are taking stock of major shifts in the wider market - from the gig economy, to the circular economy, to the offline exodus and the online ascendancy, future retail is changing from a transactional to a relational experience.
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