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Technology has enabled customer experiences to become increasingly personalized over the past 20 years, from single digital interactions to orchestrated marketing experiences across all retail touchpoints. However, merchandising decisions have continued to be made from a product-centric perspective. Retailers have traditionally been skewed by the notion of the “average customer” and applied that to the entire customer base. The problem? The “average” customer doesn’t exist in practice. A customer-centric approach to merchandising enables you to make decisions and take actions in a more deliberate way that will result in higher revenues, increased market share and long term success. In this guide, you’ll find:
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