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Qusai Sarraf

Qusai Sarraf


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Transforming retail as we know it

Transforming retail as we know it

Retail success has become inextricably bound with an understanding of customer centricity. Cross-channel strategy, where retailers place customers at the heart of every decision made, has been increasingly adopted in recent years, with much made of its ability to transform retail. Qusai Sarraf, CEO of IVIS Group, shares his thoughts on the customer power shift. In the past, retailers were generally inward-looking and traditional in their thinking as busines

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