In an era of fast-moving technologies and changing shopping behaviours, you’d be forgiven for thinking that the future of retail lies in its ability to keep pace with new digital tools. However, you’d be wrong.
Yes, we lived in an increasingly connected society. Yes, a consumer’s buying journey might start on their smartphone, progress to an in-store visit, then be completed via tablet. But to assume that creating a joined-up customer journey is merely a matter of investing in the right tools and technologies leaves out one important factor: the human touch.
