During tough times, the best course of action for retailers is to focus entirely on customer-driven projects without compromising on quality ­ even if that means spending more, said Domino’s Pizza IT director Jane Kimberlin.

“If we were in a different business, we would need to look at the economics, but consumer-facing projects would be the last place we would look to reduce costs,” she said.

“You have to be strong enough to continue investment in that area even during an economic downturn, as the good times will come back and customers will be loyal to the business that has looked after them.”

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