“…The first segment contains following examples of practices: geo-targeting [19], personalized offers [4,9], customized purchase experience [10,22,23], cross selling and up selling [9], tailored pricing [9], direct payment [24], automatic replenishment [9], drawing shoppers to store [9], in store digital interactive screens [22,24], gamification [25], product and offer cocreation [9,24]. The second segment of infrastructure and process related practices contains following examples: shopper in store movement and behavior monitoring [10,11,22,26], intelligent store ambient [10] and store layout [4], loyalty program [27], dynamic pricing [9], demographic and behavioral targeting [8], inventory and stock management [4,8,9,12,13,22,25], supply chain management [8,13,23,25], collaborative supply chain [28], tracking assets and equipment [8,25], payment process [8,24,25], in-store staff management [29], seamless cross-channel experience …”