ABSTRACT
In the field of futurology, technological singularity demarks the breaking point at which technological progression happens so quickly that humans with today's intelligence levels fail to understand the resulting society. In marketing terms, when retailers are no longer able to understand their customers and are no longer able to react appropriately to change their offering. Shopping streets would benefit from becoming more of a hedonic platform for customers, offering quality food outlets and artisan shops selling local delicacies. For shops, hedonic aspects are an essential point of difference in the face of webshops. Webshops are getting better and better at identifying customers' needs. The use of new technologies and data analysis to learn about the customer make it possible to adapt far better to customer behaviour and purchase opportunities. Webshops are beginning to resemble physical shops more closely. The physical shop remains important, but it is being reinforced by the application of Internet technologies.
