India Retail News

The way we shop has changed. Customers want to move between channels - from store to website to app - as they browse, decide, buy, receive and resolve any issue with their purchase. This presents a challenge: how can retailers provide a compelling integrated customer experience that grows market share? Head created a qualitative assessment, the Integrated Customer Experience Scale (ICES) to review how well digital and offline touchpoints are weaved together to create an integrated customer experience.  The findings indicate that there is a correlation between a strong integrated customer experience and sales growth.