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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.

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[3 minute read]

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