"We live in a world now where everyone is connected. Customers expect their online experience to be the same as it is in every store - consistent throughout - so when it isn't they feel underwhelmed. It's all about how you connect the pieces. A lot of retailers have their web site sorted, done a great job in-store and then are in a quandary about their mobile. This is where they've struggled. AV plays a role here as the experience becomes more personal, intuitive. Data is also part of the buying journey. How do you take data you're collecting online, when in-store and then use it as part of your brand experience? Data is going to have to become more relevant in terms of technology decisions.
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