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.