We hear a lot aboutexperiential retail, and about how it is essential to retailersuccess—but what exactly does “experiential” mean? On the keynotepanel at ICSC Western States, held yesterday atthe Los Angeles Convention Center, retail experts talked about thefuture of retail, outlining convenience, technology and anomnichannel platform as being integral to a successful retailexperience. The panel was moderated by Tom McGee,president and CEO of ICSC, and included MelinaCordero, global head of retail research atCBRE; Carolyn Fields, VP ofBig Red Rooster; Nathalie Walton,global head of local shopping at Google; andJP Suarez, EVP at Walmart US RealtyDivision.

Convenience is the cornerstone of the model. Cordero opened theconversation by declaring that line will be completedeliminated—possibly in as little as five years. That means nowaiting in line to check out or for help. “Technology and consumerexperience is going to get rid of the line. I don't think it willexist in the future,” she said on the panel. The panelistsfervently agreed, adding that technology will only aid in creatingconvenience for consumers, from integrating voice activated and AItechnology to creating transparency in consumer inventory. “Myoutlook is that experience is going to drive retail,” added Suarez.“That is going to be what differentiates retailers. I thinkconvenience is a big part of that, you can't have a line, needs tobe easy.”

Technology helps to create convenience, but it does so muchmore, particularly for a retailer's backend. Google has retailtechnology available that can manage inventory, making it moreeasily accessible to consumers. “I think retailers will updatetheir backend technology so that they can create a true omnichannelexperience and the inventory is more accessible to the consumer,”said Walton. Google is currently leveraging technology to bringconsumers to the goods that they need and want. For example, if youare driving home and need to pick up an essential, Google Assistantcan help you find a nearby store and check the store's inventory tomake sure they have the item in stock. “Google is connecting usersto the products that they need,” added Walton. “I am trying to makesure that retailers are on Google so that we can connect the dotswhen a user does need something.”