Sophistication for consumers
Noise in 2006 is an innovation. Every commercial issue in 2006 was full of ads promising innovation if you only bought this or that product. I believe that innovation leads to competitive advantage, and I believe that innovation is the most important success factor in a highly competitive and networked retail business. I also believe that this is the hardest thing a company can do on purpose. Many successful companies tend to have cultures that innovate in organization, development, products, and customer service. While technology does not create this type of culture, it can make it happen. Technology can provide managers with the same version of truth across the company at the same time. Technology can give retail companies the research tools to generate insights. Insights can lead to innovative and exciting consumer opportunities that encourage customers to walk through multiple stores to get to their favorite store. Technology can enable savvy retailers to quickly take advanta...