Magazine Article | February 15, 2012

Customer Centricity: Manifest Through Mobility

Source: Innovative Retail Technologies

March 2012 Integrated Solutions For Retailers

By Matt Pillar, Editor In Chief

The pieces to the customer-centricity puzzle have fallen into place, and they’re glued together by mobile technology.

Mobile device proliferation among store associates, managers, back office and supply chain workers — and, perhaps most importantly, consumers — has accelerated rapidly. For retailers that are truly committed to the coveted notion of customer centricity, mobile tech integration has become the galvanizing force. Extension of enterprise applications to mobile devices is helping retailers achieve unprecedented and timely data access, break down channel-specific silos of information, facilitate ultrapersonalized sales and service, and enable true one-to-one CRM (customer relationship management) with consumers on their path to customer centricity.