The digital economy is in full swing – and full of twists and turns. The customer journey used to follow a much more linear and predictable path. But 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.

Ludwig van Beethoven’s real genius was his gift for always knowing what the next note should be. Like Beethoven setting the tempo and guiding the musicians in a symphony, retailers must hit all the right notes and conduct a unified and personalised customer journey across multiple touchpoints online and offline. And they must do so at scale amid volatile external challenges – shifting market conditions, inflation, global supply chain disruptions and a tight labour market.