Today, the customer journey spans from mobile apps and websites to TVs and physical experiences. Customers expect to be able to move naturally between channels, online and off, as if there were no separation between experiences in store and online. For a brand to thrive in this environment, it must take a holistic approach, bridging any gaps in the customer experience. While increasing channel diversity makes this mission complex, companies that rise to the challenge will reap the rewards of increased customer loyalty, market share, and....

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