Analysis
How Amazon delivered a smart retail customer experience with a human touch
By Annabella Yang, VP of digital retail at Mobiquity
![](https://b855165.smushcdn.com/855165/wp-content/uploads/2021/05/Annabella-Yang-e1620399794700.jpg?lossy=1&strip=1&webp=1)
Competition in modern retail is all about customer experience, and during the pandemic e-commerce and digital retail has accelerated rapidly, creating new customer expectations around digital experiences. According to the ONS, online retail sales grew by 46% in 2020 compared to the previous year – the largest increase since 2008.
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