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Checkout. In physical stores, checkout can be unnecessarily long, cumbersome and outdated; online, it usually takes just a few clicks. The hospitality sector has already shown that breaking IT silos to integrate with external platforms can help. Las Vegas-based Linq Hotel & Casino uses WeChat for automatic check-in, door opening, controlling lights and air-conditioning in rooms, and automatic payments. The journey shouldn’t be merely about integrating the latest fancy fads and revolutionizing the purpose of the store. To make those changes more sustainable, the focus must be on linking human, organizational and digital solutions to solve five lingering consumer pain points first. Dr. Stéphane J.G. Girod is Professor of Strategy at IMD in Lausanne, Switzerland, where he directs the “Reinventing Luxury: Strategic Conversations” program.  “Luxury Goods Worldwide Market Study,” Fall-Winter 2017, Bain & Co.
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