A short piece by RSR, a small US-based systems research group, asks who owns the customer experience in store. Merchandising believes it knows the customer best, and the best way to service customers is through assortment and merchandising. Marketing believes it owns customer data and is most closely aligned with the customer, as opposed to the product.  The natural answer to the question would be store operations. However, no one in store operations is really responsible for "customer experience" as such.

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