It’s No Longer Channels, But Customer Touchpoints

eTail West was a full three days last week of retail and commerce coming together in Palm Desert, CA.  There were lots of great keynotes, breakout sessions, and tracks. As I walked the floor and listened to presenters I got a sense that a lot of companies continue to talk about “cross-channel experience”.

Those of us in the commerce world and those dipping your toes into it must start thinking beyond individual siloed channels and start thinking about customer touchpoints.  Today, there are so many ways that customers engage with you, be it mobile, PC, social, kiosk, store, etc. and it’s so important to marry the customer experience – which needs to be consistent – to the specific device that the customer is using at that point in time.  And as that customer moves from one touchpoint to another, they expect that the company continues to know who they are and provides personalized, relevant content.