Retailers should embrace technology, but be careful of gimmicks


For today’s retailers, understanding shifting consumer trends can make the difference between a successful quarter or a painful restructuring. After being behind the curve in embracing the transformation that online and mobile shopping brought to their business, retailers are increasingly turning to Silicon Valley to try to recapture the spark of shopper interest – everything from chatbots to virtual and augmented reality are being rolled out in storefronts across America. The challenge for retailers however is not in embracing these new technologies, it’s in getting beyond the gimmick and making these investments relevant to their shoppers needs. The harsh reality…

This story continues at The Next Web

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