Are retailers close to closing the online/offline gap and creating truly connected customer journeys?

Simon Collister

As e-commerce takes the driver’s seat, retailers are searching for new ways to streamline the offline/online transition.

In our technology and data-driven marketing world, retailers are increasingly concerned with smoothing out the online/offline customer journeys to ensure that potential customers switch seamlessly between the different moments – on- and offline – on the path to purchase.

Indeed, research into European CMOs’ priorities published recently by Unlimited Group and Serviceplan shows that developing excellent customer experiences ranks as the number one priority in 2023.

But despite the hubris surrounding seamless, connected customer journeys, driven, for example, by the rise in availability of first-party data and explosion of widely adopted martech solutions, a key question remains: is...

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