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With each new technological breakthrough and innovation, what once may have seemed dystopian or impossible is now simply a modern-day reality. Let’s take, for example, Amazon Go stores, which allow patrons to select the products they need, and effectively check out by simply leaving the store – no cashier interaction or self-checkout kiosk required. The store uses an Amazon Go app for iOS or Android linked to individuals’ Amazon accounts for automatic billing to ensure a truly new-age, frictionless experience. Amazon calls this a just walk out shopping experience, less the criminal charges that anyone who attempted this in a traditional store would face. This is just one of the countless digital transformations that have captured the interest of consumers and corporations over the last few years. It speaks to a larger trend for where technology and, in general, the consumer experience are headed.