Retailers need to build the trust of digital shoppers  Posting
in Technology  It's no longer enough for retailers to compete
for consumers' interest and business simply based upon product
assortment, promotions or shopping experience.  John Kennedy is
IBM's vice president of Corporate Marketing.  Digital consumers
are resetting the bar for retailers, yet again.  Today’s
consumers are armed with more ways to shop and purchase: using
their smart phones, search engines, connected through Facebook,
Pinterest and Tumblr. As choices expand, it's no longer enough
for retailers to compete for consumers' interest and business
simply based upon product assortment, promotions or shopping
experience.  Consumers are looking for even more.
Personalization and trust are the new baselines. That’s the
fundamental takeaway from the IBM Institute of Business Value
survey, "Winning over the Empowered Consumer: Why Trust
Matters," which surveyed 28,000 consumers around the world.
Digitization is changing the level of personaliz