A New Era of CX: How Phygital is Changing the Game

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(insideBIGDATA) - In the past, customer experience (CX) focused predominantly on providing outstanding in-store experiences, with brands investing heavily in in-store design, marketing, merchandising, and customer service. However, CX has evolved to encompass and prioritize fluidity between channels. Customers have become accustomed to moving fluidly between channels as they find, purchase, and track their items of interest. And along the way, they’ve come to expect customer support in whatever forms are most convenient for them.

In the early 2000s, many prognosticators made dire predictions about the rise of online shopping and the death of brick-and-mortar retail. And, yes, online shopping upended the retail apple cart to some extent. People love the convenience and personalized features offered by digital experiences.