Retailers aiming to be disruptors need to have a dynamic and shared view of the customer

Brands will also need to reinvent the customer experience.

This article notes that the retailers willing to throw off the “shackles” of traditional marketing techniques and creating customer-centric growth strategies can be disruptors in the market. As per the piece, 90% of retail CEOs and CMOs believe that the next two years will be about disruptive innovations driving overall growth.

The retailers leading disruptive innovation are creating alternative sources of growth, rejecting a broken marketing culture and rewiring operating models. A portion of this includes reinventing the customer experience.

The author recommends using data and analytics to get a consistent, dynamic and shared view of the customer. Brands could do well by shifting talent resources while optimising and automating core marketing operations to drive disruptive growth.

Read the original article

[3 minute read]