Because shoppers have so many products to choose from and so many ways to buy, shopping approaches and expectations have changed dramatically in recent years. Today, customers want to be treated as individuals —not as a buying group. Moreover, as they make decisions about where to shop for many types of purchases, they now expect shopping experiences that are:

• Relevant and contextual
• Easily accessible
• Lifestyle oriented
• Organized to help the customer succeed

Given customer expectations, retailers that can connect with customers through experiences that are personally relevant, memorable, interactive and emotional are more likely to increase sales and brand loyalty.