This document discusses the need to digitize point of sale (POS) systems. It notes some limitations of using technology metrics alone without also considering sociology. These include not gaining insights, perceptions, motives or understanding of customers. The document also discusses using facial recognition and mind wave tracking technologies. It contrasts online vs offline customer experiences and the relative power of sharing experiences through each channel. It provides contact information for Roman Havrysh, Chief Strategy Officer of Aimbulance, to discuss these topics further.