Retail is not about channels, it's about solving problems. Retailers understand that digital needs to influence all touchpoints, and support all aspects of the shopping journey. And they understand that the experience they are delivering today falls far short of their desired experience. But when it comes to how to support that convergence of digital and the full shopping journey, retailers are stuck – waiting for something better to come along than the disparate systems they have. The reality is there are options out there, but even better performing retailers are cautious in approaching them, fearing both the cost and the pain of making the change.
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