Achieving Customer Intimacy: Focus on the Store Experience

By Fujitsu
At the height of the dot-com boom, predictions about the diminishment or the outright demise of the brick-and-mortar store were floated about in the retail industry. Ironically, however, it seems that one of the lasting effects of the Internet revolution has been to make the store an even more central part of the shopping experience. Whether it's the place where customers go to actually touch an apparel item they've seen in a catalog or researched online, or where customers pick up the grocery order they updated via a cell phone text message, the store has become the nexus for the new multi-channel, multi-touchpoint shopping experience.