Today's consumers have an endless amount of information and choices at their fingertips. They're empowered to control their own customer experiences like never before.

Armed with smartphones, shoppers can access information from a variety of sources — including third- party apps and websites — from any location and at any time. As they use multiple devices and channels to read and write product and retailer reviews, communicate with brands, compare prices, and conduct product research, they demand a seamless customer experience across all digital and physical channels that are part of their buying journeys.

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