Using DIGITAL to create the in-store experience


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significant problem that translates into lost share- of-wallet and revenue. To achieve the full value of a customer relationship, the retailer must link all their individual customer data across internal and external systems to deliver a more relevant customer experience.


3. Surprise, delight, respect Let’s remember that bricks-and-mortar stores consider the customer holistically — as a social animal with five senses — in ways that online shopping cannot. As long as retailers remember this, stores will continue to have an essential role to play.


Retailers are now using virtual reality to


bridge the gap between real life and virtual worlds to provide unique experiences that would usually be unattainable for most visitors. Messaging apps, artificial intelligence and self-service customer support options have drastically changed the way retailers interact with their customers. Some of these technologies are already here


- others are still on the horizon. As retailers experiment with these tools, it is essential to continue to ask how they will deliver exactly what customers are looking for – a flawless experience.


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