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• Oracle Social Network Developer Challenge Winners

  - by kellsey.ruppel

  Originally posted by Jake Kuramoto on The Apps Lab blog. Now that OpenWorld 2012 has wrapped, I have time to tell you all about what happened. Maybe you recall that Noel (@noelportugal) and I were running a modified hackathon during the show, the Oracle Social Network Developer Challenge. Without further ado, congratulations to Dimitri Gielis (@dgielis) and Martin Giffy D’Souza (@martindsouza) on their winning entry, an integration between Oracle APEX and Oracle Social Network that integrates feedback and bug submission with Oracle Social Network Conversations, allowing developers, end-users and project leaders to view and discuss the feedback on their APEX applications from within Oracle Social Network. Update: Bob Rhubart of OTN (@brhubart) interviewed Dimitri and Martin right after their big win. Money quote from Dimitri when asked what he’d buy with the $500 in Amazon gift cards, “Oracle Social Network.” Nice one. In their own words: In the developers perspective it’s important to get feedback soon, so after a first iteration and end-users start to test, they can give feedback of the application. Previously it stopped there, and it was up to the developer to communicate further with email, phone etc. With OSN every feedback and communication gets logged and other people can see the discussion immediately as well. For the end users perspective he can now communicate in a more efficient way to not only the developers, but also between themselves. Maybe many end-users (in different locations) would like to change some behaviour, by using OSN they can see the entry somebody put in with a screenshot and they can just start to chat about it. Some key technical end users can have lighten the tasks of the development team by looking at the feedback first and start to communicate with their peers. For the project manager he has now the ability to really see what communication has taken place in certain areas and can make decisions on that. Later, if things come up again, he can always go back in OSN and see what was said at that moment in time. Integrating OSN in the APEX applications enhances the user experience, makes the lives of the developers easier and gives a better overview to project managers. Incidentally, you may already know Dimitri and Martin, since both are Oracle Ace Directors. I ran into Martin at the Ace Director briefings Friday before the conference started, and at that point, he wasn’t sure he’d have time to enter the Challenge. After some coaxing, he and Dimitri agreed to give it a go and banged out their entry on Tuesday night, or more accurately, very early Wednesday morning, the day of the Challenge judging. I think they said it took them about four hours of hardcore coding to get it done, very much like a traditional hackathon, which is essentially a code sprint from idea to finished product. Here are some screenshots of the workflow they built. #gallery-1 { margin: auto; } #gallery-1 .gallery-item { float: left; margin-top: 10px; text-align: center; width: 33%; } #gallery-1 img { border: 2px solid #cfcfcf; } #gallery-1 .gallery-caption { margin-left: 0; } I love this idea, i.e. closing the loop between web developers and users, a very common pain point, and so did our judges. Speaking of, special thanks to our panel of three judges: Reggie Bradford (@reggiebradford), serial entrepreneur, founder of Vitrue and SVP of Cloud Product Development at Oracle Robert Hipps (@roberthipps), VP of Development for Oracle Social Network and my former boss Roland Smart (@rsmartx), VP of Social Marketing and the brains behind the Oracle Social Developer Community Finally, thanks to everyone who made this possible, including: The three other teams from HarQen (@harqen), TEAM Informatics (@teaminformatics) and Fishbowl Solutions (@fishbowle20) featuring Friend of the ‘Lab John Sim (@jrsim_uix), who finished and presented entries. I’ll be posting the details of their work this week. The one guy who finished an entry, but couldn’t make the judging, Bex Huff (@bex). Bex rallied from a hospitalization due to an allergic reaction during the show; he’s fine, don’t worry. I’ll post details of his work next week, too. The 40-plus people who registered to compete in the Challenge. Noel for all his hard work, sample code, and flying monkey target, more on that to come. The Oracle Social Network development team for supporting this event. Everyone in legal and the beta program office for their help. And finally, the Oracle Technology Network (@oracletechnet) for hosting the event and providing countless hours of operational and moral support. Sorry if I’ve missed some people, since this was a huge team effort. This event was a big success, and we plan to do similar events in the future. Stay tuned to this channel for more. 

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• Highlights from the Oracle Customer Experience Summit @ OpenWorld

  - by Kathryn Perry

  A guest post by David Vap, Group Vice President, Oracle Applications Product Development The Oracle Customer Experience Summit was the first-ever event covering the full breadth of Oracle's CX portfolio -- Marketing, Sales, Commerce, and Service. The purpose of the Summit was to articulate the customer experience imperative and to showcase the suite of Oracle products that can help our customers create the best possible customer experience. This topic has always been a very important one, but now that there are so many alternative companies to do business with and because people have such public ways to voice their displeasure, it's necessary for vendors to have multiple listening posts in place to gauge consumer sentiment. They need to know what is going on in real time and be able to react quickly to turn negative situations into positive ones. Those can then be shared in a social manner to enhance the brand and turn the customer into a repeat customer. The Summit was focused on Oracle's portfolio of products and entirely dedicated to customers who are committed to building great customer experiences within their businesses. Rather than DBAs, the attendees were business people looking to collaborate with other like-minded experts and find out how Oracle can help in terms of technology, best practices, and expertise. The event was at the Westin St. Francis Hotel in San Francisco as part of Oracle OpenWorld. We had eight hundred people attend, which was great for the first year. Next year, there's no doubt in my mind, we can raise that number to 5,000. Alignment and Logic Oracle's Customer Experience portfolio is made up of a combination of acquired and organic products owned by many people who are new to Oracle. We include homegrown Fusion CRM, as well as RightNow, Inquira, OPA, Vitrue, ATG, Endeca, and many others. The attendees knew of the acquisitions, so naturally they wanted to see how the products all fit together and hear the logic behind the portfolio. To tell them about our alignment, we needed to be aligned. To accomplish that, a cross functional team at Oracle agreed on the messaging so that every single Oracle presenter could cover the big picture before going deep into a product or topic. Talking about the full suite of products in one session produced overflow value for other products. And even though this internal coordination was a huge effort, everyone saw the value for our customers and for our long-term cooperation and success. Keynotes, Workshops, and Tents of Innovation We scored by having Seth Godin as our keynote speaker ? always provocative and popular. The opening keynote was a session orchestrated by Mark Hurd, Anthony Lye, and me. Mark set the stage by giving real-world examples of bad customer experiences, Anthony clearly articulated the business imperative for addressing these experiences, and I brought it all to life by taking the audience around the Customer Lifecycle and showing demos and videos, with partners included at each of the stops around the lifecycle. Brian Curran, a VP for RightNow Product Strategy, presented a session that was in high demand called The Economics of Customer Experience. People loved hearing how to build a business case and justify the cost of building a better customer experience. John Kembel, another VP for RightNow Product Strategy, held a workshop that customers raved about. It was based on the journey mapping methodology he created, which is a way to talk to customers about where they want to make improvements to their customers' experiences. He divided the audience into groups led by facilitators. Each person had the opportunity to engage with experts and peers and construct some real takeaways. From left to right: Brian Curran, John Kembel, Seth Godin, and George Kembel The conference hotel was across from Union Square so we used that space to set up Innovation Tents. During the day we served lunch in the tents and partners showed their different innovative ideas. It was very interesting to see all the technologies and advancements. It also gave people a place to mix and mingle and to think about the fringe of where we could all take these ideas. Product Portfolio Plus Thought Leadership Of course there is always room for improvement, but the feedback on the format of the conference was positive. Ninety percent of the sessions had either a partner or a customer teamed with an Oracle presenter. The presentations weren't dry, one-way information dumps, but more interactive. I just followed up with a CEO who attended the conference with his Head of Marketing. He told me that they are using John Kembel's journey mapping methodology across the organization to pull people together. This sort of thought leadership in these highly competitive areas gives Oracle permission to engage around the technology. We have to differentiate ourselves and it's harder to do on the product side because everyone looks the same on paper. But on thought leadership ? we can, and did, take some really big steps. David VapGroup Vice PresidentOracle Applications Product Development

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• Highlights from the Oracle Customer Experience Summit @ OpenWorld

  - by Richard Lefebvre

  The Oracle Customer Experience Summit was the first-ever event covering the full breadth of Oracle's CX portfolio -- Marketing, Sales, Commerce, and Service. The purpose of the Summit was to articulate the customer experience imperative and to showcase the suite of Oracle products that can help our customers create the best possible customer experience. This topic has always been a very important one, but now that there are so many alternative companies to do business with and because people have such public ways to voice their displeasure, it's necessary for vendors to have multiple listening posts in place to gauge consumer sentiment. They need to know what is going on in real time and be able to react quickly to turn negative situations into positive ones. Those can then be shared in a social manner to enhance the brand and turn the customer into a repeat customer. The Summit was focused on Oracle's portfolio of products and entirely dedicated to customers who are committed to building great customer experiences within their businesses. Rather than DBAs, the attendees were business people looking to collaborate with other like-minded experts and find out how Oracle can help in terms of technology, best practices, and expertise. The event was at the Westin St. Francis Hotel in San Francisco as part of Oracle OpenWorld. We had eight hundred people attend, which was great for the first year. Next year, there's no doubt in my mind, we can raise that number to 5,000. Alignment and Logic Oracle's Customer Experience portfolio is made up of a combination of acquired and organic products owned by many people who are new to Oracle. We include homegrown Fusion CRM, as well as RightNow, Inquira, OPA, Vitrue, ATG, Endeca, and many others. The attendees knew of the acquisitions, so naturally they wanted to see how the products all fit together and hear the logic behind the portfolio. To tell them about our alignment, we needed to be aligned. To accomplish that, a cross functional team at Oracle agreed on the messaging so that every single Oracle presenter could cover the big picture before going deep into a product or topic. Talking about the full suite of products in one session produced overflow value for other products. And even though this internal coordination was a huge effort, everyone saw the value for our customers and for our long-term cooperation and success. Keynotes, Workshops, and Tents of Innovation We scored by having Seth Godin as our keynote speaker ? always provocative and popular. The opening keynote was a session orchestrated by Mark Hurd, Anthony Lye, and me. Mark set the stage by giving real-world examples of bad customer experiences, Anthony clearly articulated the business imperative for addressing these experiences, and I brought it all to life by taking the audience around the Customer Lifecycle and showing demos and videos, with partners included at each of the stops around the lifecycle. Brian Curran, a VP for RightNow Product Strategy, presented a session that was in high demand called The Economics of Customer Experience. People loved hearing how to build a business case and justify the cost of building a better customer experience. John Kembel, another VP for RightNow Product Strategy, held a workshop that customers raved about. It was based on the journey mapping methodology he created, which is a way to talk to customers about where they want to make improvements to their customers' experiences. He divided the audience into groups led by facilitators. Each person had the opportunity to engage with experts and peers and construct some real takeaways. The conference hotel was across from Union Square so we used that space to set up Innovation Tents. During the day we served lunch in the tents and partners showed their different innovative ideas. It was very interesting to see all the technologies and advancements. It also gave people a place to mix and mingle and to think about the fringe of where we could all take these ideas. Product Portfolio Plus Thought Leadership Of course there is always room for improvement, but the feedback on the format of the conference was positive. Ninety percent of the sessions had either a partner or a customer teamed with an Oracle presenter. The presentations weren't dry, one-way information dumps, but more interactive. I just followed up with a CEO who attended the conference with his Head of Marketing. He told me that they are using John Kembel's journey mapping methodology across the organization to pull people together. This sort of thought leadership in these highly competitive areas gives Oracle permission to engage around the technology. We have to differentiate ourselves and it's harder to do on the product side because everyone looks the same on paper. But on thought leadership ? we can, and did, take some really big steps. David Vap Group Vice President Oracle Applications Product Development

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• In Case You Weren’t There: Blogwell NYC

  - by Mike Stiles

  0 0 1 1009 5755 Vitrue 47 13 6751 14.0 Normal 0 false false false EN-US JA X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman";} Your roving reporter roved out to another one of Socialmedia.org’s fantastic Blogwell events, this time in NYC. As Central Park and incredible weather beckoned, some of the biggest brand names in the world gathered to talk about how they’re incorporating social into marketing and CRM, as well as extending social across their entire organizations internally. Below we present a collection of the live tweets from many of the key sessions GE @generalelectricJon Lombardo, Leader of Social Media COE How GE builds and extends emotional connections with consumers around health and reaps the benefits of increased brand equity in the process. GE has a social platform around Healthyimagination to create better health for people. If you and a friend are trying to get healthy together, you’ll do better. Health is inherently. Get health challenges via Facebook and share with friends to achieve goals together. They’re creating an emotional connection around the health context. You don’t influence people at large. Your sphere of real influence is around 5-10 people. They find relevant conversations about health on Twitter and engage sounding like a friend, not a brand. Why would people share on behalf of a brand? Because you tapped into an activity and emotion they’re already having. To create better habits in health, GE gave away inexpensive, relevant gifts related to their goals. Create the context, give the relevant gift, get social acknowledgment for giving it. What you get when you get acknowledgment for your engagement and gift is user generated microcontent. GE got 12,000 unique users engaged and 1400 organic posts with the healthy gift campaign. The Dow Chemical Company @DowChemicalAbby Klanecky, Director of Digital & Social Media Learn how Dow Chemical is finding, training, and empowering their scientists to be their storytellers in social media. There are 1m jobs coming open in science. Only 200k are qualified for them. Dow Chemical wanted to use social to attract and talk to scientists. Dow Chemical decided to use real scientists as their storytellers. Scientists are incredibly passionate, the key ingredient of a great storyteller. Step 1 was getting scientists to focus on a few platforms, blog, Twitter, LinkedIn. Dow Chemical social flow is Core Digital Team - #CMs – ambassadors – advocates. The scientists were trained in social etiquette via practice scenarios. It’s not just about sales. It’s about growing influence and the business. Dow Chemical trained about 100 scientists, 55 are active and there’s a waiting list for the next sessions. In person social training produced faster results and better participation. Sometimes you have to tell pieces of the story instead of selling your execs on the whole vision. Social Media Ethics Briefing: Staying Out of TroubleAndy Sernovitz, CEO @SocialMediaOrg How do we get people to share our message for us? We have to have their trust. The difference between being honest and being sleazy is disclosure. Disclosure does not hurt the effectiveness of your marketing. No one will get mad if you tell them up front you’re a paid spokesperson for a company. It’s a legal requirement by the FTC, it’s the law, to disclose if you’re being paid for an endorsement. Require disclosure and truthfulness in all your social media outreach. Don’t lie to people. Monitor the conversation and correct misstatements. Create social media policies and training programs. If you want to stay safe, never pay cash for social media. Money changes everything. As soon as you pay, it’s not social media, it’s advertising. Disclosure, to the feds, means clear, conspicuous, and understandable to the average reader. This phrase will keep you in the clear, “I work for ___ and this is my personal opinion.” Who are you? Were you paid? Are you giving an honest opinion based on a real experience? You as a brand are responsible for what an agency or employee or contactor does in your behalf. SocialMedia.org makes available a Disclosure Best Practices Toolkit. Socialmedia.org/disclosure. The point is to not ethically mess up and taint social media as happened to e-mail. Not only is the FTC cracking down, so is Google and Facebook. Visa @VisaNewsLucas Mast, Senior Business Leader, Global Corporate Social Media Visa built a mobile studio for the Olympics for execs and athletes. They wanted to do postcard style real time coverage of Visa’s Olympics sponsorships, and on a shoestring. Challenges included Olympic rules, difficulty getting interviews, time zone trouble, and resourcing. Another problem was they got bogged down with their own internal approval processes. Despite all the restrictions, they created and published a variety of and fair amount of content. They amassed 1000+ views of videos posted to the Visa Communication YouTube channel. Less corporate content yields more interest from media outlets and bloggers. They did real world video demos of how their products work in the field vs. an exec doing a demo in a studio. Don’t make exec interview videos dull and corporate. Keep answers short, shoot it in an interesting place, do takes until they’re comfortable and natural. Not everything will work. Not everything will get a retweet. But like the lottery, you can’t win if you don’t play. Promoting content is as important as creating it. McGraw-Hill Companies @McGrawHillCosPatrick Durando, Senior Director of Global New Media McGraw-Hill has 26,000 employees. McGraw-Hill created a social intranet called Buzz. Intranets create operational efficiency, help product dev, facilitate crowdsourcing, and breaks down geo silos. Intranets help with talent development, acquisition, retention. They replaced the corporate directory with their own version of LinkedIn. The company intranet has really cut down on the use of email. Long email threats become organized, permanent social discussions. The intranet is particularly useful in HR for researching and getting answers surrounding benefits and policies. Using a profile on your company intranet can establish and promote your internal professional brand. If you’re going to make an intranet, it has to look great, work great, and employees are going have to want to go there. You can’t order them to like it. 

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• Right-Time Retail Part 3

  - by David Dorf

  This is part three of the three-part series.  Read Part 1 and Part 2 first. Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} Right-Time Marketing Real-time isn’t just about executing faster; it extends to interactions with customers as well. As an industry, we’ve spent many years analyzing all the data that’s been collected. Yes, that data has been invaluable in helping us make better decisions like where to open new stores, how to assort those stores, and how to price our products. But the recent advances in technology are now making it possible to analyze and deliver that data very quickly… fast enough to impact a potential sale in near real-time. Let me give you two examples. Salesmen in car dealerships get pretty good at sizing people up. When a potential customer walks in the door, it doesn’t take long for the salesman to figure out the revenue at stake. Is this person a real buyer, or just looking for a fun test drive? Will this person buy today or three months from now? Will this person opt for the expensive packages, or go bare bones? While the salesman certainly asks some leading questions, much of information is discerned through body language. But body language doesn’t translate very well over the web. Eloqua, which was acquired by Oracle earlier this year, reads internet body language. By tracking the behavior of the people visiting your web site, Eloqua categorizes visitors based on their propensity to buy. While Eloqua’s roots have been in B2B, we’ve been looking at leveraging the technology with ATG to target B2C. Knowing what sites were previously visited, how often the customer has been to your site recently, and how long they’ve spent searching can help understand where the customer is in their purchase journey. And knowing that bit of information may be enough to help close the deal with a real-time offer, follow-up email, or online customer service pop-up. This isn’t so different from the days gone by when the clerk behind the counter of the corner store noticed you were lingering in a particular aisle, so he walked over to help you compare two products and close the sale. You appreciated the personalized service, and he knew the value of the long-term relationship. Move that same concept into the digital world and you have Oracle’s CX Suite, a cloud-based offering of end-to-end customer experience tools, assembled primarily from acquisitions. Those tools are Oracle Marketing (Eloqua), Oracle Commerce (ATG, Endeca), Oracle Sales (Oracle CRM On Demand), Oracle Service (RightNow), Oracle Social (Collective Intellect, Vitrue, Involver), and Oracle Content (Fatwire). We are providing the glue that binds the CIO and CMO together to unleash synergies that drive the top-line higher, and by virtue of the cloud-approach, keep costs at bay. My second example of real-time marketing takes place in the store but leverages the concepts of Web marketing. In 1962 the decline of personalized service in retail began. Anyone know the significance of that year? That’s when Target, K-Mart, and Walmart each opened their first stores, and over the succeeding years the industry chose scale over personal service. No longer were you known as “Jane with the snotty kid so make sure we check her out fast,” but you suddenly became “time-starved female age 20-30 with kids.” I’m not saying that was a bad thing – it was the right thing for our industry at the time, and it enabled a huge amount of growth, cheaper prices, and more variety of products. But scale alone is no longer good enough. Today’s sophisticated consumer demands scale, experience, and personal attention. To some extent we’ve delivered that on websites via the magic of cookies, your willingness to log in, and sophisticated data analytics. What store manager wouldn’t love a report detailing all the visitors to his store, where they came from, and which products that examined? People trackers are getting more sophisticated, incorporating infrared, video analytics, and even face recognition. (Next time you walk in front on a mannequin, don’t be surprised if it’s looking back.) But the ultimate marketing conduit is the mobile phone. Since each mobile phone emits a unique number on WiFi networks, it becomes the cookie of the physical world. Assuming congress keeps privacy safeguards reasonable, we’ll have a win-win situation for both retailers and consumers. Retailers get to know more about the consumer’s purchase journey, and consumers get higher levels of service with the retailer. When I call my bank, a couple things happen before the call is connected. A reverse look-up on my phone number identifies me so my accounts can be retrieved from Siebel CRM. Then the system anticipates why I’m calling based on recent transactions. In this example, it sees that I was just charged a foreign currency fee, so it assumes that’s the reason I’m calling. It puts all the relevant information on the customer service rep’s screen as it connects the call. When I complain about the fee, the rep immediately sees I’m a great customer and I travel lots, so she suggests switching me to their traveler’s card that doesn’t have foreign transaction fees. That technology is powered by a product called Oracle Real-Time Decisions, a rules engine built to execute very quickly, basically in the time it takes the phone to ring once. So let’s combine the power of that product with our new-found mobile cookie and provide contextual customer interactions in real-time. Our first opportunity comes when a customer crosses a pre-defined geo-fence, typically a boundary around the store. Context is the key to our interaction: that’s the customer (known or anonymous), the time of day and day of week, and location. Thomas near the downtown store on a Wednesday at noon means he’s heading to lunch. If he were near the mall location on a Saturday morning, that’s a completely different context. But on his way to lunch, we’ll let Thomas know that we’ve got a new shipment of ASICS running shoes on display with a simple text message. We used the context to look-up Thomas’ past purchases and understood he was an avid runner. We used the fact that this was lunchtime to select the type of message, in this case an informational message instead of an offer. Thomas enters the store, phone in hand, and walks to the shoe department. He scans one of the new ASICS shoes using the convenient QR Codes we provided on the shelf-tags, but then he starts scanning low-end Nikes. Each scan is another opportunity to both learn from Thomas and potentially interact via another message. Since he historically buys low-end Nikes and keeps scanning them, he’s likely falling back into his old ways. Our marketing rules are currently set to move loyal customer to higher margin products. We could have set the dials to increase visit frequency, move overstocked items, increase basket size, or many other settings, but today we are trying to move Thomas to higher-margin products. We send Thomas another text message, this time it’s a personalized offer for 10% off ASICS good for 24 hours. Offering him a discount on Nikes would be throwing margin away since he buys those anyway. We are using our marketing dollars to change behavior that increases the long-term value of Thomas. He decides to buy the ASICS and scans the discount code on his phone at checkout. Checkout is yet another opportunity to interact with Thomas, so the transaction is sent back to Oracle RTD for evaluation. Since Thomas didn’t buy anything with the shoes, we’ll print a bounce-back coupon on the receipt offering 30% off ASICS socks if he returns within seven days. We have successfully started moving Thomas from low-margin to high-margin products. In both of these marketing scenarios, we are able to leverage data in near real-time to decide how best to interact with the customer and lead to an increase in the lifetime value of the customer. The key here is acting at the moment the customer shows interest using the context of the situation. We aren’t pushing random products at haphazard times. We are tailoring the marketing to be very specific to this customer, and it’s the technology that allows this to happen in near real-time. Conclusion As we enable more right-time integrations and interactions, retailers will begin to offer increased service to their customers. Localized and personalized service at scale will drive loyalty and lead to meaningful revenue growth for the retailers that execute well. Our industry needs to support Commerce Anywhere…and commerce anytime as well.

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