The customer journey, especially in retail, is highly unpredictable. In the earlier days, retail meant brick-and-mortar stores to customers. With the advent of the Internet, companies like Amazon brought the trend of online business and gave brick-and-mortar stores a big blow.
However, over time, consumers’ priorities changed, and the consumer upgraded himself/herself into a smart consumer — they wanted to touch and feel the product while not compromising on their convenience.
