Curiosity and a deep understanding of consumer behavior have been the driving forces behind Melissa's journey from working at Target headquarters to her current role as Director of Retail Strategy for digital solutions provider, CI&T. She joins us to shed light on some of the biggest tech mistakes retailers are making today and the potential risks that come along with them. We corner every aspect of retail technology, discussing how many brick-and-mortar stores are falling behind by not leveraging technology to increase efficiency, and the underestimation of the importance of an appealing and efficient online presence by some retailers. We grapple with the challenges retailers face, from time and financial investment into the right tech to the fine line of providing just enough information without overwhelming the customer. Melissa shares her experiences and insights on the tug of war between decision-makers on how much to push the consumer into a step-by-step process, the potential loss of shoppers who don't want to follow through, and the implications of providing either too much or too little information to the consumer.The retail industry is continually evolving, with customer experience, AI, and emerging trends shaping the way consumers interact with technology. In our conversation, we explore how accessibility and experience play crucial roles in technology adoption and how retailers need to stay ahead of the curve by keeping a close watch on consumer behavior and new technologies. It's a deep dive into the complex world of retail technology that you won't want to miss.Connect with Melissa on LinkedInRetailWire is the retail industry's premier source for news, analysis, and discussion. With a focus on the latest trends, technology, and consumer behavior, RetailWire provides a platform for industry experts and thought leaders to share their insights and perspectives. Whether you're a retailer, supplier, or service provider, RetailWire is your go-to destination for staying informed and ahead of the curve.Be sure to leave us a comment and let us know what you think. You might even hear your comment read on the next episode!To learn more, or to join our Daily Discussions, visit RetailWire.com.