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Creating the Customer Experience

Published By: SAP
Published:  Apr 24, 2015
Length:  12 pages

The future of retail is being driven by the evolving customer experience. In order to succeed, retailers must anticipate and address customer wants and needs. Transformation pays off: companies that manage their customer experiences effectively are seeing measurable gains in operational performance and financial results.

Customers are not interested in distinctions between e-commerce and in-store shopping; they expect the items they pick out and purchase online to be available at the location they prefer, at their convenience and with a consistent approach to pricing and promotions. Shoppers want a full range of options, delivered in ways that suit their expectations in a given moment. From the customer’s perspective, the retail experience should be seamless and easy, with no ramifications from the complexity behind it. From the retailer’s perspective, however, these transactions require a radical transformation of the back-end processes that fulfill and deliver orders—and even the production processes that create products in the first place.

Read this white paper to learn how to create a positive customer experience and use omni-channel commerce.

Tagsomni-channel commerce, customer desires, consumer expectations, online shopping, retail