Retailers - be they small local shops, online sellers, or top global brands - generate, transfer, and store more data than ever before, ranging from customer data (both online and in-store, as we have considered in previous articles), to supply chain and asset tracking data. Whether it's shopping online or utilising in-store apps to access the latest savings and special offers, the way customers shop has fundamentally changed forever, with the data they generate online and in person allowing retailers to build up unique personas that drive truly bespoke experiences.

The Retail sector is more diverse, dynamic, and rapidly changing than any other time in its history. This not only encompasses the way customers make their purchases – with online shopping, click-and-collect, and in-person shopping all converging to offer true, end-to-end experiences – but also the way retailers open and operate new sites. Whether this means trendy pop-up shops, kiosks at other brands' locations, or booths at events, retailers from up-and-coming start-ups to global leaders are no longer relying on fixed high-street locations to welcome their customers and put their wares on display, instead making sure they are present wherever their ideal customers are, and fully prepared to offer a world-class experience that builds brand recognition and loyalty.

Over the course of the past year, the contact centre has been changed forever, with social distancing requirements meaning that familiar methods of face-to-face contact are now unavailable. In light of these shifts, social media, video and email contact are now regularly utilised as the primary channels for customer queries – a trend that we have seen on the rise for some years now. Between March and November 2020, we saw a significant update in the use of online channels, with 54% of organisations reporting an increase in email contact, 52% reporting an increase in social media, and 65% reporting an increase in the use of web chat.

The short answer is yes - thousands of businesses are grappling with DX, however most do not consider themselves to be completely 'transformed' yet. Many of the largest Pharma organisations have launched initiatives and created entire departments focused on innovation, and are well on their way to operating in the same way an organisation which has completed its DX journey so far, is.