Retail has become synonymous with digital bells and whistles. Artificial intelligence is helping retailers detect patterns and predict customer preferences, augmented reality enables customers to try on clothes or test out room decor, and “scan and go” apps are changing the way shoppers pay. But even as technology has enhanced the shopping experience, consumers are often coming away unsatisfied. Call it an experience disconnect: Companies tout their latest digital innovation, but fail to focus on the aspects of customer experience that are the most meaningful.
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