he Retail industry has faced a challenging few years with the uncertainty of Brexit, the slowdown of the high street, followed by the emerging effects of Covid-19. Despite these challenges, and in part because of them, many retailers are focusing on creating personalised, experiential online offerings to attract in new customers and retain their current customer base. To do this, firms need to focus on the needs of the customer, in addition to making use of the latest innovations in the market and implement them quickly.