A digital deluge of information combined with a mobile savvy and socially connected population has forever shifted many traditional power structures. Various established institutions are starting to feel the effects of this cultural quake, not the least of which are retail enterprises seeking to offer a relevant customer experience.
Even though the retail brick and mortar stores might not go completely extinct anytime soon, the exponential rise of ecommerce has certainly hastened a sea change. It is now a major topic of debate and concern, and many established brands are wondering how customer engagement will adjust in the midst of this digital revolution.
As the online and offline worlds continue to collide, some major British retailers such as B&Q, John Lewis and Marks and Spencer are embracing this new age of in-store digital transformation.
To gain a better understanding of how these innovative retailers are navigating this new marketing landscape, One Connected Community, an award-winning digital commerce agency, collected their insights in a new eBook.
The eBook titled, “Customers Fall in Love as Digital Stores Take Over,” details how leading brands are starting to leverage digital technology to delight customers. And in a highly connected culture that values convenience and immediacy, this means offering personalized customer experiences that anticipate needs and transcend traditional engagement channels. 
Today, winning brand loyalty requires engaging customers outside of the store, online, through mobile devices, and across the burgeoning social media sphere. Even inside traditional storefronts, most top brands are flavoring the customer experience with a taste of digitization that often includes, for example, interactive touch screens.
“Digital in-store engagement is the future of retail,” said George Kiley of One Connected Community. “To stay ahead of the pack, now is the time to learn how to wow your customers. This eBook provides invaluable advice from leading retailers.”
Alongside B&Q, John Lewis and Marks and Spencer, the eBook also shares insights by various digital marketing professionals and technology experts, and the general consensus remains that relevance, authenticity, and personalization is key for success.
In the enduring quest for competitive differentiation, the next fight for brand loyalty will be fought on this battleground. And those retailers that can better bridge the digital and in-store customer experiences will stand a good chance of winning.