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Customer journeys – the next buzz word?


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This is data democratisation in action. It


is fair to say the data overload that has been swamping retailers is now being managed much better by restricting visibility within the organisation to just the information that is of most relevance. This could be broadened out over time. This approach is enabling retailers to


utilise the relevant data across all the customer touchpoints, which is the underlying requirement for delivering a more personalised experience for all customers regardless of the complexity of their journeys.


IN-STORE DEVELOPMENTS Retailers have now firmly recognised the value of the store in their long-term strategies. And


in the ongoing digital revolution these physical spaces are becoming customer-centric hubs focused on the customer journey in a way that has simply not been possible before the more recent technology developments. In the past, there has been far too much


lip-service paid to customer-centricity in- store but today the delivery of such a focus on the shopper is a distinct possibility as new technology solutions have emerged. The number of fantastic examples of


digital engagement is growing. Take the good old Point-of-Sale (PoS) device, which is fast becoming a point-of-service tool, with clientelling solutions now being deployed that incorporate till systems. There is a strong move to digitising the


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