Many organizations fail to see how improving the customer experience can create value. McKinsey research reveals that improving the customer experience has increased sales revenues by 2-7% and profitability by 1-2%. In addition to this, the overall shareholder return has increased by 7-10%. In order to drive loyalty as well as repeat customers, retailers focus on the whole customer experience, from the moment they consider a purchase through to the after-sales service. Retailers have started to understand the importance of curating the whole experience. Digital convergence has the potential to transform the customer experience; a growing opportunity for retailers to set themselves apart.