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 Amy, who is 28 years old, wants resort gear for a Caribbean vacation even though it is a snowy Saturday in Chicago. In 2011, which was five years ago, she would have rushed to the mall. She launches a videoconference with her personal concierge at Danella, the store where she purchased two clothes the month before, and begins shopping from her couch today. Amy's avatar is displayed with images of the products the concierge suggests. Amy quickly declines a few goods, opens a different browser tab to look up customer reviews and prices, discovers better offers on a number of items at another site, and places an order for them. She purchases one item from Danella online before making a trip to the nearby Danella store to try on the in-stock items. Naaptol Pakistan

A salesperson welcomes Amy by name as she enters Danella and leads her to a changing room filled with the items she had chosen online, along with some matching shoes and a cocktail dress. She decides she likes the shoes, scans the barcode with her smartphone, and discovers a different retailer selling the same pair of shoes for $30 cheaper. Amy is urged to put on the dress by the salesperson, who promptly offers to match the price. Amy sends a video to three fashionable friends and asks their feedback because it is risky and pricey. Three thumbs down are the quick reactions. She gathers the products she wants, looks for coupons online (saving an additional $73), and uses her smartphone to pay.

A life-size screen recognises her as she approaches the door and displays a great deal on an alluring summer-weight clothing. Amy uses her phone to scan the personalised Quick Response code displayed on the screen after checking her budget online and grinning. Overnight delivery of the item will be made to her house.

Although this scenario is made up, it isn't as fantastical or far-fetched as you might believe. Amy already has access to every piece of technology she uses, and in five years, much of it will be commonplace. A parade of special offers, near-perfect price transparency, and a plethora of information may seem like the consumer's dream come true, but for many shops, it is already beginning to feel more like a nightmare. Shops like Linens 'n Things, Circuit City, Tower Records, and

This kind of disruption occurs in retailing every 50 years or so. The development of large cities and the expansion of train networks a century and a half ago allowed for the creation of the contemporary department store. After mass-produced cars were developed 50 years later, shopping centres filled with speciality businesses began to appear all over the developing suburbs, posing a threat to department stores that were based in the cities. Discount chains like Walmart, Kmart, and similar stores proliferated in the 1960s and 1970s, and shortly after, big-box "category killers" like Circuit City and Home Depot undermined or altered the traditional mall. Each wave of change alters the landscape and redefines customer expectations, frequently in ways that are unrecognisable. It does not completely replace what came before it. Retailers who still use older formats must either change