In theory, a technology’s value should outstrip its use. But in many of the areas we research, we find retailers have often been coaxed into implementing various technologies before realizing the value for their specific needs. This has happened all too often in stores, in particular, and is either usually the result of fear that if a retailer doesn’t ride a particular wave, they will be left out or because so much infrastructure technology must be implemented before any value can be had from the investment.
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