Customer-centric retail strategies typically aim to reduce in-store friction and offer more engaging and tailored experiences that will drive traffic to stores and improve retention rates. However, by focusing almost entirely on the store itself, retailers are in danger of having a blinkered view of retail; this can downplay the importance of supply chain operations in maintaining customer loyalty. Ironically, this attitude is preventing many brick-and-mortar stores from satisfying their customers to the best of their ability, despite their store-centric approach.
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