![project leader preparing IT workers for digitally dense stores](https://www.level10.com/hubfs/Blog%20Images/woman-standing-at-computer.jpg)
The digital transformation of the store was a huge theme at NRF’s Big Show as technology blurs the lines between physical and virtual shopping. Retailers want to combine the personalized and data-fueled convenience of the online experience with the physical store’s inherent advantages: the chance to entertain and excite the consumer.