Better brick-and-mortar customer engagement begins with better retail enterprise integration

Retailers are rethinking not just their technology, but also their organizational and operational integration, in order to respond to the omni-channel customer experience. In this month’s issue of Industry Edge digital magazine, HP’s Tricia Chismer Garrett, client principal, retail and consumer goods, makes the point that retailers must design their business processes across the enterprise to support omni-channel customer engagement – with the understanding that the brick and mortar experience remains a key factor.

We delve a bit deeper into the topic with Garrett in the following interview.