As e-commerce expands in both scope and importance, it creates new challenges for companies hoping to provide unified customer experiences that differentiate, generate revenue and improve customer loyalty. The shifting dynamic of online shopping is ushering in the “age of the experiential shopper” and forever changing the rules of business as usual.
A vast array of connected digital devices has put a portable shopping device in everyone’s hands, making it possible to shop anywhere and everywhere – 24 hours a day. Consumers are spending more time online researching products and services. As a result, this new breed of consumer is more informed, more empowered, and increasingly reliant on his or her own social community to make purchasing decisions.