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In talking to customers, analysts and partners at the National Retail Federation “Big Show” last week, it was clear to me that retailers are trying to find the “holy grail” in the cross-channel retailing environment that offers “one view of the customer across all channels.” Power has shifted to consumers as shoppers use multiple devices to price-compare and use the store as a place that offers them convenience, instant access and price efficiency, but not much more. Loyalty seems to be a thing of the past.
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The promise of higher online sales on Black Friday, Cyber Monday and throughout the holiday season creates a real incentive for retailers to improve their understanding of consumers. “If I can really narrow down and profile my customers better, I should be able to make them an offer they can’t refuse.”
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