Should retailers realign their tech budgets?

A short comment (from RetailWire) on the subject of how retailers can reallocate their tech spending to benefit the consumer experience:

Retailers might think that the smartest use of their tech projects is to lower costs, through better logistics management, sourcing and so forth. But they are better off shifting the focus to areas of improvement that the customer will recognize. This may involve smarter replenishment tactics, associate scheduling or targeted loyalty programs. Consumer-facing enhancements ought to be the priority.

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