For Justin Tidmarsh, director of customer loyalty for women’s apparel merchant Chico’s, satisfying every customer need in every channel remains the company’s prominent goal – especially considering the large number of Chico’s customers who shop on their mobile devices.

“Some customers start their shopping (browsing) via mobile and finish the transaction on a desktop,” Tidmarsh explains. “Our goal is to make the shopping and buying experience omnichannel....

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