FEATURE // DIGITAL RETAIL
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The impact of digital technology on the retail customer journey, and how it’s helping to shape future experiences Understanding your brand and the experience you offer customers is integral in ensuring long-term success // By Shelby Hautala
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n today’s fast-paced digital era, technology has revolutionized the way consumers interact with businesses and has altered the consumer journey. The evolution of technology has brought significant changes throughout the retail industry such as personalization, seamless transactions and enhanced customer service. Looking to the future, technology holds limitless potential in retail and as it evolves retailers must learn to navigate, stay relevant and continue providing exceptional experiences to consumers. Lee Jack-
24 | Retail Insider the magazine | Volume two Issue three
son, senior vice president at JLL Digital Solution Advisory, discusses in what ways technology is improving the consumer journey, challenges and how it will continue to evolve. Technology and the Consumer Journey – in what ways does technology impact the consumer journey? Consumers rely on technology to navigate their way through retail by finding products, new
