Stores are trying their hardest this holiday season to compete with online shopping by using technology to encourage more in-store buying. Some of this tech is already noticeable. There are more sales associates on the floor available to ring you up with a mobile devices, more in-store charging kiosks for customer's to park their cell phones while they shop, and interactive "magic mirrors" that let customers call for help or share photos of what they're trying on with friends or on social media.
But a lot more of the technology retailers are using is happening behind the scenes. Sucharita Mulpuru is a retail analyst with Forrester and we asked her what sorts of tech will make the difference in this year's holiday shopping experience. Below is an edited transcript of the conversation.