The explosion of interaction and commerce touch points has transformed shopping from a linear, transactional process into a topsy-turvy journey. Consumers have completely taken over. They shop at their discretion, hopping between store, search, mobile and social networks according to both need and whim. They have more power over the journey than ever before and they demand full control of their shopping experiences. They dictate when, where and how they engage with brands, and now they have raised the bar even further, requiring customized, omnichannel journeys that are tailored to their wants, needs and preferences. Because every consumer is unique and every journey different, it has become extremely difficult for retailers to truly understand their customers and the experiences they seek. This disconnect leaves many retailers struggling to refine and reinvent their experiences so they remain relevant in consumers’ lives.