Digital Retail Challenges within the EU: Fulfillment of Holistic Customer Journey Post GDPR

Retail customers are demanding better shopping experience whether shopping online or in-store. To provide this experience, retailers use digital technologies such as Artificial Intelligence, Big Data, to name a few. They also collect personal data from customers, process it and integrate it in their business models. Use of the digital technologies and customers' data poses legal challenges with the introduction of GDPR in EU. This paper analyses the challenges faced by digital retailers as they strive to provide fulfilling customer experiences. The authors address in this study, the influence of GDPR on business and technological aspects of digital retail.

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