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Series | True customer centricity in retail: How far we’ve come in 5 years

Rebecca Moy

True customer centricity in retail - How far we've come in 5 years

A before and after series (2014-2019)

Five years. Half a decade. Not a lot of time, not a little either. In an industry like fashion that moves at warp speed, it’s like a lifetime in the blink of an eye.

Nextail turns five this month, so we’re feeling reflective. Just how much has retail changed since 2014, when Nextail was just a twinkle in the eyes of co-founders, Joaquín Villalba and Carlos Miragall?

We’ve gone from doomsday cries of “retailpocalypse” to a landscape where technology and data have both sparked and enabled true customer-centricity

At the brink of 2020, things might look a bit different than they used to, but today, the customer really does come first. Even though there’s more tech, robots, and “smart” everything, are retailers actually getting more…human?

Sticking to the theme, we’ll be posting a before (2014) and after (2019) comparative study of the key five indicators that show how far retailers have advanced in terms of D2C strategies, omnichannel vision, the new role of the store, data forwardness, and AI adoption – all in the name of becoming more customer-centric.

Part 1: How D2C strategies get brands and customers to cozy up 

Part 2: From multi-channel to omnichannel – A fluid path to purchase

Part 3: The new role of the store in the customer experience

Moderator and panelists at Nextail Live in Barcelona

New professional roles in retail: Finding and creating th...

On November 6th, we held another edition of Nextail Live, our first one in Barcelona. The focus of the event was the ...

A DJ spins at The North Face to provide customers with a great experience

Part 3: The new role of the store in the customer experience

A new reality requires new stores Five years ago, there was a surge of D2C brands and retailers attempting to up thei...

From multi-channel to omnichannel: A fluid path to purchase

Part 2: From multi-channel to omnichannel – A fluid path...

Omnichannel now and then Five years ago, offline and online channels were seen as two different customer journeys, th...

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