Many forward-thinking retailers — many of who are our customers — are thinking outside-in. That is, the goals of the company aren’t all about profits or margins, it’s about meeting the needs of the modern shopper. These retailers have an unyielding focus on creating the best shopping experience for their customers. When they do this, they find it surprisingly easy to solve many of the underlying issues plaguing the retailing sector today (both inside their organization and out). So, please, meet Sandra, the modern shopper. All you have to do, retailer, is focus on her.