Our society is always changing, and this change has undoubtedly effected the retail landscape. Five years of a human life doesn’t seem like much, but it’s a lifetime in the retail world – enough time for the birth of 4 generations (Millennials, Generation X , Y and Z). In 5 years Generation Z will make-up the biggist population of active customers in the world. Christian Davies, Executive Creative Director at FITCH discussed what his 19 years of on-line customer experience has taught him – he presented what should be retail ready for the upcoming years. Since the customer is the most important aspect for any retailer, any/all data that is collected should be analysed and used to the retailers advantage. Davies used a funny example: in 1977 he was in Las Vegas during an Elvis Presley convention where 2000 impersonators gathered – in 2000 the number of impersonators had jumped to 80000. Using these numbers, by 2048 Elvis Presley would take over the world. No one can predict the future - we can only listen to our customers and do our best to make them happy.