Additional Information   Think BR: Silent shopping - the sound
of till-less stores  Burberry's flagship Regent Street store
shows that innovative brands can use technology to truly enhance
the customer journey, writes Jason Cromack, chief executive
officer, Lateral Group.  Jason Cromack, chief executive officer,
Lateral Group  Jason Cromack, chief executive officer, Lateral
Group  Share this article  Burberry’s move to open a flagship
store in the heart of Regent Street caused a stir in the retail
world due to more than just the company’s heritage as a leading
UK brand. It was the decision to remove tills from the store -
which was billed as a physical interpretation of its website -
that really set tongues wagging.  Moves like this are likely to
mark a seismic shift in the way retailers interact with
consumers; how they communicate with them will need to alter
significantly as a result.  What really sets Burberry’s
activation apart from other retail brands is that it has
elevated the digital shopping experie