The role of the brick-and-mortar store of yesterday was simpler — put a product in the hand of the consumer. Stock the shelves. Accept payment. Transaction complete. Retailing used to be a much more straightforward concept before technology. Today's customer journey has exploded across touchpoints, powered by technology, enabling purchases from around the globe to happen anytime, anywhere. Yet it isn't clear to what extent these innovations are trickling into real-world retail experiences.
The growth of the web over the last decade-and-a-half has been a mixed blessing for brick-and-mortar retailers. While it's created a vast array of new customer touchpoints, it's also introduced the pernicious problem of maintaining those touchpoints across channels.