Now that digital adoption has steadied, retailers are looking to manage the evolution from multichannel, through omnichannel, toward unified commerce – to allow real-time data flows across integrated systems that allow seamless communication and ultra-personalisation. However, 71% of the retail survey respondents agree that the interplay between offline and online experiences makes customers’ journeys harder to track. There is clearly progress to be made, as nearly three-quarters of retailers know customers are looking for those ‘wow’ moments, but fewer than a fifth would claim they’ve delivered them.