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Retailers are too caught up with trying to implement services or software to achieve a particular omnichannel capability. None of it is differentiating, but more status-quo in this new retailing world. I believe that retailers should look at the creation of experiences the same way that consumer tech companies develop software and hardware…with an eye on consumer needs and with a product management hat on. I presented this in 2013 at the annual meeting of The International Association of Clothing Design Executives.
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