Online shopping may trump brick-and-mortar when it comes to convenience, but many shoppers feel that something is still missing in the experience. They’re craving the advice and assistance of shop assistants online, looking for the personalised attention they'd get in-store.

The traditional buying model relied on three steps: experience a need, shop to satisfy that need, then use the product. But with 45% of shopping journeys now using mobile to discover or buy, purchasing has been integrated into people’s daily routines. How can brands adapt to this new retail reality?

With e-commerce accounting for just 6.2% of beauty sales, it’s clear that the industry is still ruled by the high street. Offering an alternative to in-store assistants, My Beauty Matches uses a data-led approach to generate personalised product advice. Can it convince people to buy beauty goods online?

At Rio 2016, athlete Shelly-Ann Frase Pryce is aiming to set a record personal time in the women's 100m sprint. And Nike wants to help her achieve this by making the perfect shoe to optimise her performance – the result of four years of algorithmic software design.