It’s time to stop panicking about the “retail apocalypse” and consider what it is consumers want next. As companies navigate the future of shopping, they’re finding that the line between online and in-store experiences becomes increasingly blurred and that it’s authenticity, rather than flashy applications of emerging technology, that keeps customers satisfied. “A lot of what we do online is really irritating to consumers, so we have to step back and rethink how we’re doing things,” Kathleen Fish, chief research, development, and innovation officer at Procter & Gamble, told Fortune’s Brainstorm Reinvent conference in Chicago on Tuesday. That’s imperative when a majority of today’s consumers say that a bad website experience can hurt their perception of a brand. Incorporating technology in ways that actually improves interactions between companies and shoppers is difficult, but doing it well should start from the core of the business. Read more at Fortune.