As the convergence of offline and online shopping accelerates, it’s clear that for today’s consumers, their preferences for the retailers they shop doesn’t just come from what they buy, but more and more its driven by how they buy it.

A closer look at the biggest gains and losses among retailers in the 2018 Prophet Brand Relevance Index® makes this clear: Brands that focus on customer experience are fast outpacing those who still think retailing is only about the basics of location, selection and value. While important, focusing solely on these table stakes will not be enough.

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