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Forward wind to 2010 and the retail industry is still talking about the need to achieve the Holy Grail of sensational customer experiences and inspired in-store service. Does this talk to 25 years of laziness and lost opportunity or to an extreme difficulty in delivering these aspirations? Again, what can be said is that these last 10 years have been very favourable for occupiers and owners and the real need to invest in 'the icing on the cake' has not been there. By and large, products have sold themselves and in-store environments and customer care has just had to be par with benchmark, no better.
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