How do customers want retailers to interact with them in today's digital world? Customers popping into Tesco Metro for a pint of milk might avoid eye contact and choose the self-service checkout. But what is certain is that customer will engage with the retail brand completely differently than an online ASOS shopper or a customer who walks into Burberry's London flagship with cash to burn. 

Essential Retail sits down with Shoppercentric's MD, Danielle Pinnington, to discuss the different ways retailers should think about conversing with their customers, to improve the experience and increase loyalty.