In this week’s Retail Right Now, Total Retail's Kristina Stidham and Ashley Chiaradio discuss an article recently published on Total Retail titled “What Traditional Retailers Can Learn About Customer Service From Today’s DTC Brands,” written by Brad Birnbaum, CEO of Kustomer. The article focuses on how direct-to-consumer (DTC) businesses prioritize and excel at providing frictionless customer experiences, and provides a few key takeaways for traditional brick-and-mortar retailers to learn from these brands. Customer service needs to be built into the company fabric to establish a customer-first culture, and needs to be personalized to understand customers' wants and even predict their needs.