The 3 Pillars of Modern Commerce

Brands like Amazon, Target and Warby Parker (not to mention the ultimate showcase example, Apple) represent the new era of commerce, defined by experiences that seamlessly blend the digital and physical. In the customer-first era, brands must deliver exceptional experiences from beginning to end or risk losing business to a savvier competitor. Take Gap, for example. Faced with sagging sales and the shuttering of its online-only brand, Piperlime, the company recently eliminated its chief marketing officer position with a head of customer experience.