Technology in retail has for some time focused on having a "flashy front end" to build customer experiences.  But what is more important - an all singing / all dancing app or website for customers, or using technology to improve the business processes and supply chain to deliver a more efficient and effective service?  It is a "chicken and egg" debate - unless you can attract customers, there is no point in having a great supply chain. Conversely, customers won't come back if the behind the scenes process and delivery doesn't match the promise of your website / mobile app. In reality, retailers need a little bit from Column A and a little bit from Column B...........  As always, knowing your customers, how they like to shop and what is important to them is key to getting the balance right.