In order to succeed in a multichannel world dominated by a handful of major businesses and online market places, retailers need to work hard to differentiate themselves from the competition.
To avoid getting caught in a self-defeating price war, businesses should focus on improving the customer experience and ensure that shoppers want to remain loyal to the business.
This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
So to find out more about how businesses can better understand the customer experience, I spoke to Sitecore marketing director Shawn Cabral…