Customers are more connected than ever. Software continues to reduce customer friction everywhere, from customer service to fulfillment. Logistics and payment systems continue to expand what’s possible for customers. Customers expect more and better.
Retail customers aren’t delighted with retailers. They feel differently about Amazon and in both cases it’s the CEO’s fault.
All the above is true. It’s why CEOs green light new and growing investments in technology and marketing. So how can I say that retail CEOs don’t care about digital?
Digital is not just a series of new shiny objects, cost cutting tools or new media ads. Digital should be the glue that connects every part of the organization with customers. Digital should allow every part of the organization to analyze data, learn from it, and act on it. The competitive advantage is putting that customer at the center of their universe.
… You can read the rest of this post as it appears on IBM’s THINK Marketing blog – Why retail CEOs still don’t care enough about digital