Gadgets will gather dust without the right commitment.
Brand Strategy Director, Geoff Wilson, joined Adweek to discuss the secret of introducing tech into a retail environment successfully. Geoff emphasised that planning and training are key, as tech tools will simply gather dust if they are not implemented without the right commitment.
Brand suitability and customer need should inform tech adoption. Therefore, understanding a brand’s driving purpose, and how a piece of tech can help realise this, is paramount to choosing the right tech in each instance.
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