Owning The New Customer Journey In The Digital Era

By Seeta Hariharan, General Manager and Group Head, Tata Consultancy Services’ Digital Software & Solutions Group

Being a retailer in today’s digital marketplace has become an extreme sport. Challenges abound with digital technologies continuing to transform the consumers shopping experience and driving retailers to relentlessly rethink and reshape their businesses.  

Many retailers have been quick to focus on a strategy that keeps pace with the digital meets physical world.  The successful ones recognize that there is no longer differentiation between providing both a physical and digital experience – it has become one in the same, in which offerings and services are obtained via a seamless combination of click and brick avenues.  Retailers must also intimately understand an individual’s buying preferences and be ready to deliver a highly personalize experience that is consistent across multi-channel touchpoints.  The ability to know what a customer wants, when they want it, and how they want to receive it - before they even express their needs - is a critical marker of success, but it is not enough to compete in the future of retail.

These goals are worthy efforts, but they are not enough to stay competitive.  There are three industry shifts that have an even greater impact on retailers in their efforts to master digital transformation for their business.

Please log in or register below to read the full article.