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For retailers and consumer products companies, the customer has always been critical to the business. Now, if anything, the balance of power has shifted even more. Consumers are getting smarter. They're incorporating new technologies and more information into their daily lives. People are more connected, empowered and demanding. And they can choose where, how and when they want to shop. More than ever, it's a buyer's market. This presents challenges for retailers, who have to provide a seamless shopping experience - providing the right products in the right place.
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