While organisations are starting to manage their online and physical channels better, new shifts are happening. Technology enables customers to control their retail experience and bypass brands and retailers. The clicks and bricks challenge has moved on to how you serve and service customers, integrating channels to meet their demands.
A great retail experience may not just be about sales, but service before and after sale. Building strong retail channels is also no guarantee for success as customers hop channels at their convenience. Understanding how customers experience retail interactions enables retailers to deliver the kind of service that engages and sells.