The difference between customer and company expectations is only becoming more pronounced in the age of e-commerce. For example, 55% of shoppers say their shopping experiences are somewhat disconnected as they switch between the online and in-store experience. Another study reports that 22% of North American retailers consider omnichannel experiences a top priority. That means that customers are noticing the disconnect, but retailers are failing to respond.
This should be a warning for retailers today. Digital shopping and e-commerce possibilities mean that retailers are, more often than not, spread across multiple touchpoints. Merging these touchpoints into one unified brand matters to the customer experience, yet many brands continue to get it wrong. Let’s explore why this matters and what retailers can do about it.
To read the complete article, click here.