For traditional retailers, it's time to grow up.
After years of being seduced by technologies that looked sexy on the surface but in practice, didn't do much to help shoppers, the most buzzed-about ideas at this year's National Retail Federation convention offered more tangible benefits to businesses and consumers.
In fact, several of the technologies at the show are already being tested or rolled out. That's a far cry from years past, when certain technology vendors touted their products as the future of retail, when they hadn't yet been challenged in the real world.
"The industry has definitely learned," said Elana Anderson, senior vice president of worldwide marketing at Demandware technology firm. "We're starting to see some of that maturity."
Still, retailers are far from done. They continue to test new ideas and learn from these experiments, as they work to better compete against Amazon.
Here are five key themes from the NRF conference, which wrapped up Wednesday.