The retail customer experience is nothing like it was five years ago, two years ago or even a year ago.
Customers’ expectations have changed as quickly as well and retailers are scrambling to not only get a good solid digital journey in place but advance that journey to meet all consumer demands. Shoppers are still intent on e-commerce but are also returning to the store and they want a rewarding journey in either scenario.
As digital rises in importance to the in-store journey, some instances retailers are taking a silo approach in which the the customer experience, user experience, digital experience and even the employee experience are treated and developed separately.
