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Shoptalk 2019: IBM helps retailers deliver happiness. Again and again.

February 27, 2019 / retaildive

You’re a successful retailer. You’ve worked hard to win customers' loyalty. But the market has changed and their loyalty is suddenly at risk. Instead of delivering products – as you’ve always done  customers now expect you to meet and exceed expectations at every touchpoint. And this isn’t easy to do profitably. Welcome to the new economy of emotion. The 4 P’s of marketing are being eclipsed by the most complicated P of all: people. Their relationships with you are now being made (and lost) on the emotional connections you make with them at every contact. We’ve all read about it. If an organization isn’t in sync with how consumers think and feel, those unhappy people tell others – and do it very loudly. But if a retailer shows true concern for shopper preferences, they'll take notice and feel understood, maybe even validated. Because they’re happy, they may become your best advocates.