Shops must incorporate new technologies into the retail experience to keep customers happy, one expert has said.

Andy Mulcahy, communications executive for IMRG said that many more innovative shopping experiences will emerge in the UK as an increasing number of retailers realise that virtual and physical platforms "really complement each other".

"People are really good in this country at adapting to technology, certainly a lot faster than retailers are able to keep up with," he stated.

"Because consumer behaviour has got like that already, retail is just going to have to adapt to it."

Meanwhile, a report from Cisco found that UK consumers have a strong interest in 'mashops' which combine an virtual shopping experience with a real one.

Digital displays, video assistants, social networking technologies and Wi-Fi are just some of the features that may be incorporated into such a shop.