Retailers on the defensive
The IBM 2017 Customer Experience Index (CEI) Study found that brands need to work harder to meet consumer expectations. To avoid being marginalized to commodity status or, worse, disappearing from the landscape altogether, brands must adapt to and capitalize on disruptive forces impacting the consumer industry. Specifically, they should focus on meeting consumers where and how they want to engage, adapting business models to limit the disruptive impact of new market players, and embracing technology that enables experience innovation. Leading brands will move beyond a “fast follower” mentality to survive in today’s “lead or lag” world.
About the authors
Global Retail Leader
IBM Institute for Business Value
Partner, Global Leader, Consumer Center of Competence
IBM Global Business Services
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