Forbes June 3, 2025
Customer loyalty isn’t something retailers can take for granted in today’s crowded marketplace. It’s something they have to earn and re-earn through ongoing, meaningful engagement. And changing consumer behavior is only adding to the complexity. Shoppers today no longer think solely in terms of “online” or “in-store.” According to VML’s Future Shopper 2024 report, 61% of shoppers globally want seamless communications across sales channels, with their journey documented and data following them the whole time – up five percent from just one year prior. They expect what is often called a “phygital” experience: a seamless journey that spans digital and physical channels, where retailers can adjust to customer preferences, life events, and life stages in real time.
To meet these...
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