Ben Davis: Retailers should look to Ikea for tech inspiration

How can we improve brick and mortar stores? Well, despite editing the Econsultancy blog – a home for digital marketing, ecommerce and digital business types – I am certainly no campaigner for consumer-facing digital tech on the high street.
Off-the-shelf tech (no pun intended) has traditionally disappointed, whether it be the screen in the corner that nobody uses, beacons pushing messages that nobody wants, or another overly complex example with a user experience (UX) far inferi