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How can digital transformation enhance the retail customer experience?

Aaron Serrhat
The way that customers interact with all kinds of retailers and service providers is a major consideration for those in technological sectors. Digital transformation and the application of technology in new ways is creating opportunities across a host of industries, and retail is no different.

Digital transformation covers many aspects of customer-facing functions but it also plays a big role in wider business operations. By being in a position to take advantage of the latest tech developments, firms are able to encourage more innovative ways of working, while also thinking carefully and constructively about delivering a more engaging experience for the consumer.

Data collection and analysis has grown exponentially over recent years and the more that the overall customer experience encourages input from end users, the more work that will be required in order to fully take advantage of the information available.

Digital touchpoints

The contemporary customer experience usually takes in a range of digital touchpoints at various stages and each of these can leave a data trail. The use of this information can be extremely important for marketers looking for ways to streamline various processes and inform highly targeted, value driven campaigns. This is one of the main areas in which digital transformation can clearly have a positive impact.

The transformative aspect is based around the idea that IT methodologies can work across various boundaries by using technology to simplify the customer actions required and the supply chain which provides the desired outcome.


Some analysts focus on digital transformations on a large scale, while others are more concerned with the actual improvements that can be brought to the fore on the retail customer experience. Of course, a retail transaction doesn’t necessarily mean one that is carried out solely online. Digital methods applied to ordering and stock control systems for physical shop outlets also need to consider changing modes of customer behaviours.

Digital enhancement 

Ever-evolving tech and ways of collecting and using data means new opportunities for retailers are appearing almost daily. This ongoing digital transformation needs to be enveloped into the culture and ethos of a business in an organic way that is suited to its target customer demographic and which gives them an improved experience at all points of contact.

Read our related blog: Demonstrating value and measuring success from data science
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