Hi Anne, many thanks for sharing your views and customer scar tissue on this very exciting and important topic.

Based on our customer interactions in retail we can confirm having the same dialogues at the moment and what is more we experience the same in all our other segments that our exploring the same digital / analogue world issues to both attract and engage with the customer of today, spanning digital natives but even more still "analogue" natives.

Just an example for the community sports world: what if you are in need of a coach (call it your expert) to improve your general fitness or to improve on a specif technical skill or even as a major need for a revalidation process, but due to time constraints either the coach nor yourself can physically be present in the sports or revalidation area?

Also here a "digical", techno based solution can be the perfect solution by for instance creating an interactive screen / display solution that captures data (measurements/movements/video/...) from the coachee at a certain point in time when the coach is not present. The screen based solution can then either provide immediate feedback (based on the coach experience and knowledge) and/or enhanced with feedback later based on the capture personal "BigData" gather from the intelligent display solution.

The techno solutions exist today - a wide market adaptation still needs to follow, but ... there is indeed no way back for all these different segments, the only way that will lead to survival and success in many of todays analogue markets is digital/interactive and immersive + the correct exploitation of #BigData

Best regards

Reggy