Consumer experience (CX) should be at the core of any retail brand’s strategy. The importance of CX not only extends to the buying experience but also has a tangible effect on a retailer’s bottom line. Forbes writes that “89 percent of customers say they have switched brands because of poor CX”. Understanding the customer journey is about learning what customers experience from the moment they begin considering a purchase, and then working to make the journey toward buying a product or service as simple, clear, and efficient as possible. Come hear Gwen Morrison (CEO, The Americas and Australasia at The Store/WPP Global Retail) and Stefan Weitz (Chief Product and Strategy Officer of Radial Inc.) lay out a roadmap to removing friction from six key points in the buying process. They will cover topics like how to attract and engage customers, inventory management tips, efficient payment processing, order routing, and seamless customer service and returns.