Summary
Retailers must often identify "hot versus hype" in the digital tech landscape. Why? Because investing in tech too far ahead of consumer expectations and behaviors can lead to abandoned programs and unrecoverable costs. We interviewed more than 80 industry pros across a mix of 40 vendor and retailer companies at the 2017 NRF Big Show to hear their calls on key tech investments for 2017. Their advice: Focus on tech that creates personal customer connections, reduces pain points along the shopper's journey, and optimizes operational efficiencies.
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