When we’re young, the pressure to keep up with the in-crowd is one of which few of us escape. And as adults, the pressure remains – but instead of emulating the hairstyle of Susie Q., captain of the cheerleading squad, we now work to emulate the white picket fence lifestyle of the Jones’ across the street.

Retailers are not immune to this innate drive to gauge against what is accepted in the industry to be accepted, savvy and profitable. Only now it’s called benchmarking. And there’s nothing wrong with it… most of the time.

When it comes to deploying digital technology in retail, however, it’s not one-size-fits all.