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Technology that augments the customer experience is rapidly growing to include VR and AR, wearable devices, smart home devices, and intelligent agents. Retailers must understand how emerging technologies, such as intelligent agents, may support the "augmented customer."


  • New customer experience technologies are only as strong as the backbone of omnichannel data-driven services put in place to maximize their value.

Features and Benefits

  • Understand the emerging role of intelligent agents in the evolution of digital interactions between consumers and retailers.
  • Learn why the next stage in the evolution of customer engagement will be driven by the interconnection of existing and emerging technologies.

Key questions answered

  • What is likely to be the next big consumer behavioral change?
  • Why must retailers focus on implementing a digital backbone to support the augmented customer?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for retailers
  • Recommendations for vendors

Support the augmented customer by implementing a digital backbone

  • Identifying which customer journey matters
  • Using data insight to augment the customer experience

Consider the evolving opportunity of the augmented customer

  • The potential role of intelligent agents in retailing
  • Identifying new customer endpoints to augment


  • Methodology
  • Further reading
  • Author

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