As retailers continue to invest in transformation, they must focus on a more certain path to customer relevance – a customer experience that shoppers value - and be alert to the distraction a me-too, competitive-parity based omnichannel approach poses.

Co-authored with Gaurav Pant, this two part series lays out an argument for retailers to eschew transformation strategies driven by competitive parity and instead focus on amplifying their customer experience.

A less than stellar customer experience led me down a rabbit hole, at the other end of which emerged a barrel staring Best Buy in the face.

Consumers are more complex than a linear 4-step process. Retailers and brands must be smarter than to box shoppers, and their customer engagement strategy, into a decades old construct that no longer applies.

Founding a new business on the day the world is busy getting pranked is a masterstroke. Or, is it?