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The site ukblog.isobar.com states the following, "Why the future of retail is brand commerce." I noticed that the website also said " We live in age of blurred boundaries." They also stated " A host of new technologies, from connected stores to social commerce, have transformed the relationship between content and commerce, shopping and storytelling. Where once the gap between points of inspiration and points of transaction was immense, technology is bringing them ever closer together. An Isobar nowlab Experiment Zero Friction Shopping. Matt Gee December 12th, 2016. Matt Gee November 30th, 2016."