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Why more retailers are hiring chief brand officers

Millennials are edging ever closer to owning the majority of the spending power in Australia, and their buyer behaviour is forcing retailers to focus even more heavily on meaningful emotional connections. With 86 per cent of consumers willing to pay more for a better customer experience, the drive to meet this need is forcing major players to adopt new ways of thinking to stay top of mind. Brand experience is the most important focus for retailers wanting to stay ahead of the competition. Activi