Brick and click and BPO: Supporting the digital transformation of the retail customer experience

The impact of e-commerce, social media, alternative forms of payment, and other digital waves of change have created opportunities for retailers to digitally transform their business process operations.

The purpose of this paper is to explore the many challenges faced by the retail industry as it applies to digital strategies and their impact on customer experience (CX), including retail market disruptors like artificial intelligence, omnichannel support, and government tariffs.

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