Digital tools have changed the way we work, interact, connect, market and sell. This has created enormous opportunities and has generated digital transformation. Today’s consumers have access to more information on products and promotions than ever before. Technology allows people to shop from their offices or from the smartphones which they carry in their pockets, wherever they are and at whichever time suits them. Customers are using the web to search for products and promotions. They are also using the web to develop their voice by commenting on products and services that have delighted or disappointed them. In the millennial age, the customer is at the epicentre of this digital transformation, forcing enterprises to rethink their strategy.

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