The implementation of technology within the retail space is shaping how consumers interact with brands. A number of technology trends over the past five years have dramatically altered the retail landscape. Today, consumers have become increasingly savvy at taking more control of their shopping experiences. Smart retailers understand that deciphering shoppers’ behaviour is instrumental for a unified success. Retailers are warming up to sending target specific messages to their customers, creating an exclusive, personalized experience, unmatched by competitors. The foundation for this revamping lies in the attempt to utilize a massive amount of data that is easily available to retailers and channel, benefiting both, the retailers and their customers.