Retail companies are leveraging data virtualization to enable seamless experiences across online and in-store environments.
For the last two decades, retailers have been serving a customer base that has been increasingly fickle. They are empowered to research available options, check ratings, compare notes with their personal and professional networks, and switch brands. They now expect to interact with retail brands with the same immediacy that they interact on social networks.
To do that, both established and modern retailers need to adopt hybrid strategies that embrace physical and virtual stores, simultaneously.
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