University of ArizonaNorton School of Family and Consumer Sciences

Mapping the Road to Customer Retail Engagement Through Saguaro Cactus Groves and Highways

Optimizing, managing and tracking a customer's "pathway to purchase" might be compared to a cross country road trip with no map, many detours and speed traps along the way. Savvy retail shoppers are the new norm and wave of the future. These "intelligent” customers are hungry for the best product features and pricing.  They leverage web, mobile and printed offers & coupons to hunt down their prize.  Today’s customers are regularly utilizing multiple channels, technologies and purchasing strategies.

How do top retailers captivate the customer and create the ideal shopping experience for repeat long-term business and customer loyalty ? Is there a road map or GPS which can be developed to predict and guide companies towards a simplier path in a complex retail future ? These key topics were addressed April 14-15th at the 2012 Global Retailing Conference "Innovating Customer Engagement."

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