E-commerce has transformed our world. But it’s often created a mindset where the transaction is king. Buyers are there to fill online shopping carts and check out — not abandon them — and that’s as far as it goes. But experiences built solely around transactions are not what today’s customers want. To them, it’s cold and impersonal. If a brand seems only interested in taking their money, then why should they give them any loyalty? So, it’s no surprise when a company can’t differentiate itself, it has maxed out its discount offers, cannot lower prices any further, and has no idea what to do next.
E X P E R I E N C E C O M M E R C E : A Strategic Guide for Executives How to achieve greater ROI, competitive advantage and win customers for life
