It’s no secret that today’s retail environment poses significant challenges for retailers with brick-and-mortar presence. Many retailers face eroding margins and the fading effectiveness of their traditional tools for influencing consumer behavior. There is no shortage of proposed systems to cope with the challenges retailers face, or of big claims about the impact those systems can make, so finding the way forward to a real solution can be confusing. It requires a thoughtful assessment of how the environment shapes requirements, and then of how those requirements can best be met.
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