Today, the customer relationship is more endangered than ever as the largest retailers deploy robotics and technologies enabling the shopper to visit a store, pick up the groceries they want without interacting with humans.
Retail competition has shifted from mass promotion to a guerrilla battle being waged over share of wallet and lifetime value at the individual-shopper level.
Retailers can shift from a product focus to a customer focus by asking several key questions from the perspective of the customer, and then answering them.
