Meaningful customer experience and brand engagement is crucial. Gartner's customer experience report suggests that in 2017, 89% of marketing leaders expected the customer experience to be their primary basis for competitive differentiation. 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.