Buzzwords seem to fly around our industry like honeybees in a field of dandelions. The buzzword of the moment is ”showrooming.“ Are stores merely becoming showrooms where customers come to kick the tires, check out the goods and then order online? Is this the end of brick-and-mortar retail? Of course not. Those who think the future is either brick-and-mortar or digital retailing, have been listening to too many buzzwords. Brick-and-mortar stores aren't going away anytime soon.

Retail has always been quick to adopt the technology of the day. Today's technology is compelling us to make the in-store experience more interesting, cooler and more connected. The future is not brick-and-mortar or digital retailing: The future is brick-and-mortar and digital retailing. The future is click and mortar.

Retail is a place where science and art commingle. The successful retailer will combine the art of visual presentation with the science of digital technology. The retailer who blesses this marriage will bear its fruit. The goal isn't merely to sell goods, but rather to connect with the customer; to form a relationship with the customer. The future of retail is personalization.

Cutting-edge digital platforms keep us connected with our home, no matter where we are. With smart appliances and digital life remotes, we set the temperature in the house as we approach home and have coffee brewing before we get out of bed. We're connected to our cars through Google's Open Automotive Association. Secretary of Transportation Anthony Foxx tells us, “Vehicle-to-vehicle technology represents the next generation of auto safety improvements.” And we're connected to our finances with apps such as mint.com, putting all of our financial information in one place. Why not connect to our retailer? And from the retailer's perspective, why not connect to your customer?

An app like Stylitics connects a shopper's closet to their personal network of favorite brands and retailers with real-time data. All your clothes are in one place. Purchases are added instantly to the database, creating greater connectivity between customer and retailer. Most retailers know less than 5 percent of what their customers own and want. Now, retailers can enable customers to provide full access to all their purchases and preferences.

According to Zach Davis, co-founder and cmo, “Stylitics is the world's leading digital closet platform, giving brands and retailers a first time look at what their customers own, where else they shop and how they style items after purchase. This information powers marketing and merchandising, helping brands and retailers to create a more personalized experience for the customer.”

Retailers who integrate technology into the tactile shopping experience will find a conduit to connectivity. Retailers who embrace technology will find success.

Eric Feigenbaum is a recognized leader in the visual merchandising and store design industries with both domestic and international design experience.  He served as corporate director of visual merchandising for Stern’s Department Store, a division of Federated Department Stores, from 1986 to 1995. After Stern’s, he assumed the position of director of visual merchandising for WalkerGroup/CNI, an architectural design firm in New York City. Currently, he serves as the chair of the Visual Merchandising Department at LIM College (New York), and was also an adjunct professor of Store Design at the Fashion Institute of Technology. In addition to being the New York Editor of VMSD magazine, Eric is also a founding member of PAVE (A Partnership for Planning and Visual Education). Currently, he is also president and director of creative services for his own retail design company, Embrace Design.