Retailers need to move beyond “omnichannel” toward a more holistic focus. They need to better understand the “why” a customer would shop with a particular retailer, rather than merely seeing them as an on-line or in-store shopper. The industry should set its sights on creating the ‘complete customer experience,’ which is richer, more memorable, and personalized. This process begins long before the customer steps into a store or shops online.
Ron Lutz built his career by guiding retailers through transformational growth and change. With over 35 years of leadership experience, he focuses on the voice of the customer as Miller Zell’s chief client officer. Before joining Miller Zell, he was a VP for Lowe’s, focusing on the omnichannel customer experience.