The combination of social, mobility, analytics and cloud technologies over the past few years is fuelling what we call the digital age. Technology is no longer just an enabler for business, but is transforming the way it is done. The retail sector is a prime example with the advent of ‘digital retail’. Customer engagement has always been a key business need in retail. The digital age amplifies this business need and the voice of customers as they can now present their views on any brand easily on the social media, which can have a positive or negative impact.