Summary
Mobile commerce and online-to-offline (O2O) strategies are driving consumer spending and making China the new frontier of innovative retail strategies. Instead of wiping out brick-and-mortar retail, shifts in customer behavior are creating opportunities for retailers to rethink their customer experience (CX) strategy and design a new type of shopping experience combining "retailtainment" concepts with immersive in-store technologies. This report gives CX professionals insights on how to improve customer experiences and grow sustainably in China's retail market.
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