While digital transformation in the retail industry has been on the agenda for years, the pandemic forced it to the top. COVID-19 altered the landscape, compelling retailers to embrace digital technology and prioritise the customer experience (CX) to respond to the changing needs of both consumers and employees. As a result, many solutions have been created to support flexible working together with omnichannel and ecommerce efforts. However, shifting trends now suggest a new focus when it comes to converging the physical with the digital to create the phygital experience.
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