Today, the term “guest experience” means something much different than it did even two decades ago. It used to be that the guest experience referred to the customer’s time in the physical store. But thanks to the evolution of online and mobile shopping, the concept of what makes up a guest experience has changed.
The various online and mobile options mean that customers no longer have to stick to one shopping channel or another. They have choices, and they tend to use them—taking a multi- pronged approach by combining shopping methods.
Retailers need to be aware of this shopper behavior. When it comes down to it, guest experience involves creating a seamless experience when engaging with a company’s website or app and engaging with the same retailer in a store.
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