Understanding an ideal customer journey has never been more critical in the retail world. Given that customers rely less on brand alone today to make purchases, using ongoing interactions and your understanding of the customers’ needs to drive next-best action prompting is critical if you want to continue to grow your business. However, this is not an easy task to perfect. Identifying those points when you can make a difference in a fragmented landscape (across both digital and in-store) and then acting accordingly takes significant expertise to achieve. Within this session, Anthony Long of Philip Morris International will consider this issue, and discuss:

• Ultra-personalization vs creating a bigger bullseye – what can help you better achieve your desired outcomes?
• Defining success of a revised customer journey; if direct ROI can be difficult to achieve, how can you assess the overall impact?
• Gaining the necessary buy-in from key groups needed to implement and support these measures
• What’s next in this field? Is in-store the next big battleground for a better customer journey?