Retail has drastically changed in the past few decades, and will continue to evolve in the future. Brick-and-mortar must compete with e-tail only entities, while some online stores are beginning to create physical storefronts. As the world of shopping expands, brands are faced with creating a seamless omni-channel experience, consistent across web, mobile and in-store locations. Just as shoppers may leave a store without buying something, it is even easier for an online shopper to abandon your app for another. This low cost of switching means your digital experience needs to keep customers happy and beat out the competition.