The future of retail AND B2B is delivering amazing online experiences across all available touch points (including physical locations).
Today's consumer wants to be in full control of his/her information gathering and/or buying journey. Added to this is the consumer's loyalty has swapped to now being more loyal to his/her own intent or need.
If the online experience is not designed to meet the consumer's expectation, you not only risk losing an online sale, you risk losing an in-store sale.
To ensure the information gathering and buying experiences are easy and intuitive, Retailers and B2B's need to embark on a Customer Experience Design planning process.