The path to purchase in today’s retail environment is increasingly complex and omnichannel-oriented – which challenges the delivery of a superior retail customer experience. Even across different retail categories, each customer journey is different and not always conducted end-to-end on a single channel.
Let’s not diminish the value of a single channel, as each lends itself to different types of interactions. But real value can be harnessed when multiple channels work together most effectively throughout the purchase cycle to enhance the customer experience. It is only possible using a data-driven and digitally-enabled engagement strategy.