Without a doubt, the COVID-19 era has forced the retail sector to rethink the way it conducts business. Customer experience has largely shifted into the digital realm, and questions have emerged about how to best optimize and evolve business operations in light of this change.

Drawing on a host of expert contributors, Precision Retailing pffers a comprehensive look at the various ways that people, organizations, rules, and systems all come together in the ever-changing world of retail. The book brings together actionable insights and proven methods for improving how retail businesses can understand and respond to what customers want. These tools can help managers see what makes people shop the way they do and use that information to make their stores and strategies better. Each chapter in the book also gives practical advice for making retail more customer-friendly in the digital age.

Shedding light on the way we understand and handle this complex customer journey, Precision Retailing examines how retail will evolve in the post-COVID era, shaping how businesses meet their future, and the inevitable continuation of the digital transition.

Laurette Dubé is a professor of marketing, James McGill Chair of Consumer and Lifestyle Psychology and Marketing, and Chair and Scientific Director at the Centre for the Convergence of Health and Economics at McGill University.

Maxime C. Cohen is the Scale AI Chair Professor of Retail and Operations Management and Director of Research at McGill University.

Nathan Yang is an assistant professor of marketing at the Cornell Dyson School of Applied Economics and Management at Cornell University.

Bassem Monla is the Practice Leader for Data, Analytics, and AI at IBM/LGS Quebec and a professor of practice for AI and advanced analytics in the Desautels Faculty of Management at McGill University.