If there is one ‘new wave’ trend engaging retailers and businesses at the moment, it’s the burgeoning pool of knowledge, insight and digital tools that shoppers are now drawing on to shop smarter and save more. And while it’s often claimed New Zealand is 12 to 18 months behind global trends, it was staggering to learn at the recent eTail Conference in Palm Springs that retailers in the USA have more like a three to five year lead on their Kiwi counterparts.