I work in e-commerce, but when i visit our physical stores, I see the staff engage in customer conversations, talking to them about their kids etc. They have a real relationship and know the loyal customers and know what they have sold them before and therefore can personalize the experience. Ofcause this does not target 100% of all customers who enter. However I am not sure that all digital in-store experience will suit all kinds of retailers. There is a difference if the retail store is a BestBuy type store or luxury store, where the staff is actually engaging with the customer.