"Five years back there was a massive discussion around whether having stores is a source of competitive advantage or a liability. There was a big debate around if there is any space for brick and mortar infrastructure in the new retail landscape. Where we are right now, there is a generally accepted answer." Although, according to Adobe senior director Vijayanta Gupta, the industry has stopped squabbling a come to the conclusion that there is room if used correctly, a more pertinent question has since been raised: what comes next? The next five years are set to be an exciting time for retail. It is undergoing an unprecedented level of evolution at a rate even the most experienced in the industry are struggling to keep up with.