I think retailers can’t do it because they don’t understand digitalization yet. So, digitalization does not mean putting a screen in the store and playing videos. It is something accompanying and emotionalizing that, in the end, actively supports the entire sales process and the brand experience. Digitization can go so far in the future that the store is only a “point of experience”, the actual purchase is made online and is delivered to your home. That means that the topic of digitization needs to be understood much more as an hidden support. Something from which the customer and sales associate must benefit noticeably.