Know Your Customers in Real Time in Real Stores — Can Microsoft and Adastra Make It Happen?
Despite the rapid development of ecommerce in Central and Eastern Europe, brick-and-mortar stores remain crucial for building lasting customer relationships through integrated customer journeys and experiences. Customers use physical shops for browsing, sampling products, purchases, and deciding whether they will continue to patronize the brand in the future. This study analyzes a solution that could become a key tool for facilitating a differentiated customer experience. After examining the context and how such a solution fits into customer experience strategy, it assesses the viability of the solution and steps to take for implementation.