Brands are faced with a tricky situation. Most consumers want a customer experience that is convenient, relevant and simple, which is exactly what digital and online shopping provides. However, consumers also often want that “human” touch, to be individually engaged and to have their needs and concerns addressed on a more personnel level. This type of customer engagement is more attuned to the in-store experience.
So far, it has been difficult for brands to bridge that gap between the digital online and in-store customer....