The practice in retail of creating different brand experiences in different channels has gone beyond being an inconvenience to shoppers. It is the central challenge that retailers are grappling with today.

Today's consumers often begin their shopping experience outside of the "four walls" of the store in the digital domain, to investigate and select products that meet their lifestyle needs. However, the fact remains that most consumers' paths to purchase end in the store. Although retailers have in the past thought of the store and non-store selling environments as different channels, more consumers routinely use both the digital and the physical environments in harmony to make a single shopping decision. For them, it is just shopping, redefined.

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