Garry Browne

Innovation is shaping our world at a relentless pace. Where we once had to queue for the smallest purchase in a supermarket, we can now use self-serve checkouts – a technology that gives customers quicker transactions and increases the efficiency of the retailer. This change doesn’t work in the favour of all brands though, so here’s a look at how how a few are using customer engagement to beat the challenges thrown up by new technology.

Bringing a brand to market, carving out a niche for that particular product offering and encouraging consumers to invest in that brand, is never easy.