'Retail Apocalypse' headlines have been dominating marketing and business media. One of the reasons to doubt this assumption is that human interacting will always be more important than technology. people are an essential component of any successful, future-focused retail strategy. Most predictions about the future of retail are based on present day smartphone behaviors. The smartphone is now ten years old. It’s detrimental impacts to the quality of human life are starting to become obvious. Humans are looking for the next innovation, one that demands less of their attention. Voice technology will soon start to dramatically change retail. Self driving cars hold the potential to change retail far more dramatically than smartphones. Alasdair Lloyd-Jones, CEO of SET, makes in this discovery talk a case for the importance of experience in relation to retail and how human interaction will always be part of that.