Nothing has changed the customer experience as much as the digitization of the modern marketplace. Where customers once spoke to and interacted with employees face-to-face, they now complain to chat bots and browse products on apps. Your customer’s experience often starts and ends online.

In the wake of this digitization, retail is having a bit of an identity crisis. Staff writer Hal Conick explores the “end of retail,” and what it means for the modern customer experience. “Physical retailers should strive for digital parity, says Micah Solomon, a customer experience speaker and consultant, as transparency and ease of use have become essential retail qualities for many customers. Opaque businesses with wonky mobile experiences will risk making customers feel inconvenienced—not a driver of repeat business,” Conick writes.

[amazon_link asins=’8126566930,B007H72WBO,8193306414′ template=’ProductCarousel’ store=’apex0c-21′ marketplace=’IN’ link_id=’7db5daba-a276-11e7-9add-dbbe46c576de’]