As the digital ecosystem expands, online and offline channels have converged. Customers now interact with brands in so many different ways, different places, and at different times that orchestrating a harmonious shopper’s journey can be challenging.

Like a conductor setting the tempo and guiding the musicians in a symphony, retailers must hit all the right notes and conduct a unified and personalized customer journey across multiple touchpoints online. And they must do so at scale amid shifting market conditions, inflation, and a tight labor market.

This guide explores how retailers can successfully orchestrate personalized customer journeys everywhere they lead. You’ll see what instruments they’re using to drive personalization efforts and get tips on how to compose great customer experiences and inspire loyalty.