By Inez Blackburn, Market Techniques & Innovations, Inc.
The war on the retail floor has been raging for decades. Vendors fight for their fair share of shelf, promotions, and sales, while retailers face their own battles to maintain their market share in an environment of escalating options. As weapons are drawn and battle lines defined, a harsh reality emerges: The biggest casualties from the war on the floor are consumers.
Customer centricity means that consumers are the key drivers of your decision making as you constantly align your strategy around a positive customer experience. Every point of contact must support and strengthen your relationship with your customers.