In an op-ed for PSFK, author Christopher Nurko explores the emerging drivers of value in retail, outlining how 5G technology can help retailers deliver excellent experiences at all stages along the path to purchase

The term “value” is often seen as the destination or end goal for companies in the retail space. However, the journey to get there requires traversing a road often travelled, but scarcely conquered. With automation looming on the horizon, navigating this road becomes even trickier.

In order to understand the new, emerging drivers of value in retail, one has to look at two sets of complementary data: the consumer truths that drive shopper behaviors and the trends (in particular, technology trends) driving shifts in the retail landscape in response to consumer demands.

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