Retail is changing, and thus, businesses must operate differently. Brand managers need to find and understand their target customers. Brand positioning is important, as is catering to the task of making brand values well defined. The brand experience needs to be “set”, which involves giving special attention to the product, its costs, and the means by which you promote it. Data can often provide decent customer insight, but it can be wasted when it is distributed to specific departments forgetting about the full comprehensive picture. Too much information – from consumer research, performance metrics, etc. – can be confusing and harmful.
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The Retail Organization of the Future