Technology now drives almost every step of the retail experience.
In a hugely competitive retail landscape, the fight is on to provide shoppers with a uniquely personal experience that will encourage them to return to brick-and-mortar stores time and time again. Retailers are searching for ways to convey customized communications and gain data-based insights about the customer journey. Smartphones may be the key, but implementing supplemental technologies to unlock those outcomes is a much bigger challenge.
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