Retailers focus too much on customer acquisition on digital touchpoints and have become to channel-focused. When your customer journey starts with \u201cShe walks into a store\u2026\u201d or \u201cshe opens an email\u201d you have a problem. If you are waiting until a customer walks into a store or, even worse, is ready to pay, before you start thinking about the customer journey, you are going to completely miss the boat when it comes to customer journeys. Too many retailers have lost their focus, to look only at digital-only journeys, or to define their customer journeys so narrowly \u2013 one basket\/one swipe \u2013 as to be nearly meaningless in understanding how to make that journey better for the consumers in the middle of it.<\/p>\n\n\n\n