Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

From paying at self-checkouts to ordering with apps, modern shoppers are handling more and more elements of the shopping journey themselves. But is streamlining the shopping experience removing the personal element of retail?

Online shopping is bigger than ever, but the value of a great in-store experience shouldn’t be overlooked. According to studies, it’s older consumers that value a personal in-store experience most highly, as over-50s reject shops with a bad atmosphere or poor customer service.

Hilton Hotels are quietly killing off room service, replacing it with a more casual 'grab-and-go' restaurant. In a climate where controlling costs is essential, how can upmarket brands retain their prestige?