Last month, I ordered a toy train set for my nephew’s 7th birthday. I was happy with the purchase and he loved the train. Naturally, you’d expect I’d shop with this retailer again. Not this time. So what was the problem? The overall experience – including after-purchase.

Like most consumers , I have limited patience and high expectations. And with almost every shopping experience involving multiple channels, the message has to be right and relevant at every point of interaction.

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