Described as “the Holy Grail” for retailers by Mike Durbridge, CEO Andrew Martin International, the number one priority is cementing seamless customer journeys across online and in-store. But while the technology is there and available to do so, the hard part for many retailers is the necessary cultural changes to make it possible as he explains in the clip below:

Of course when you are looking at creating a seamless customer journey, you must consider the parts of the journey that you do not control, as L’Oreal’s Stijn Demeersseman explains.

Watch Mike’s full interview on Seamless Customer Journeys here which also discusses the importance of attribution and how to effectively act upon your customer feedback:

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