Essential Retail editor, Ben Sillitoe, sits down with Chris Huntingford, customer relationship management consultant at Hitachi Solutions, following a retail roundtable they co-hosted with Tesco, Carpetright, Dune Group and Blackwell's. Hear his views on the changing customer journey in retail. 

Download the first of two white papers from Hitachi Solutions and Essential Retail on Cutting Customer Irritation, which specifically looks at ways of encouraging brand advocacy in retail.