Retail specialist Mary Portas released her report to the UK government today on how to revive the High Street (Main Street) but there's little mention of the multi-channel world we live in.
While she acknowledges how the growth of online as well as out-of-town shopping have contributed to the high street's demise there are few suggestions of how today's technology might be used to enrich the high-street shopping experience.
As travel companies grapple with how to sell via mobile, deal with social media, what role tablet devices might play and integrate online shopping with the high-street experience, Portas offers little advice on how retailers can provide consumers with a seamless experience.
A 28-point plan suggests positive initiatives including cutting regulations for high-street traders and creating town teams to act as the management structure for high-streets.
And, here at least there is mention of an online community portal for information sharing between traders and other parties.
But, where is the recognition that online is not going to go away and already plays a massive role in consumer spending patterns, that different platforms can enrich the high-street experience and that mobile and social are only going to fuel further growth.
The Government is expected to publish its response to the report early next year - perhaps we can expect some concessions to technology advances then.
NB: Hat-tip to Econsultancy blog
NB2: Image via Shutterstock