As featured on Forbes.com, our COO, Lynn Gonsior, shares her perspective on how retailers can rethink their customer journey map to align with today’s new consumer expectations to make every point of engagement count.

If anything has put the role of the physical store to the test, 2020 sure did – and it irreversibly changed. It accelerated retailers to integrate technology and data into their stores, empowering both shoppers and associates with mobile-activated experiences and expanding access to value-add services like in-store appointments and BOPIS (buy online, pick up in store). But experiences are now happening between channels, and the online business must match a strong brick-and-mortar presence (and vice versa) instead of siloing as channel-specific.

All this rapid change presents a significant challenge for brick-and-mortar retailers: Does your in-store experience match new consumer expectations? Let’s look at some new opportunities for remapping the customer journey.

Read the full article on Forbes.com.