What's the heart of Brick-&-Mortar? Correct, customer advisory. Especially if you consider it to be THE USP compared to e-commerce. One could assume that talking to customers is the most important issue and that staff associates spend 90% of their time with customer conversations. Lesson learned from everyday shopping visits: it's not. There are many tasks the team has to deal with. Thinking about retail technology one could wonder why retailers should implement innovations if they do not contribute to an improvement of the pure gold USP of face-to-face sales. Let us take a closer look on how technology can serve as enabler for more sales success.