Ensuring that your customers are receiving a consistent experience across all channels is important for them to form a positive connection with your brand.
A great brand experience is ultimately down your customer’s satisfaction with each channel of you brand, including your website, branding, employee interaction and atmosphere but bad experience with any one of those channels has the possibility to ruin the customer’s view of your brand as a whole.
It is easier on some channels that others to control the experience the customer will have. As your website, app and marketing will be entirely under your control and are offering lots of data and feedback opportunities, you can make sure that your customers are receiving great interactions on those channels. It can be difficult, however, to keep up that same consistency in physical stores.