Understand The Customer — Really
Retailers need to move beyond “omnichannel” toward a more holistic focus. They need to better understand the “why” a customer would shop with a particular retailer, rather than merely seeing them as an on-line or in-store shopper. The industry should set its sights on creating the ‘complete customer experience,’ which is richer, more memorable, and personalized. This process begins long before the customer steps into a store or shops online.
Ron Lutz
EVP, Chief Retail Officer