Retailer Chains: How to Improve Customer Experience Across Physical Stores, Mobile Apps, & E-commerce

Picture this: you walk into a store, scan a product on your phone, and the app shows nothing. Frustrating, right? Modern customers float between screens, apps, and aisles, expecting every step to click. Even a single confusing step can sour the experience and make customers think twice about coming back.

This blog guides retailers to make every touchpoint speak the same confident, human language that customers remember.

The Experience Era: Why Retail Can’t Afford Friction

According to Adobe For Business, 75 % of consumers expect consistency across web, app, store, email etc., but only 41 % of brands deliver on that. 

The secret to a remarkable customer experience is to treat each interaction as a ‘mini performance.’ Each sign, each app screen, and each checkout is part of the act. If one part slips, it affects the entire experience. Even small tweaks, like clearer aisle labels or a faster payment process, make shoppers feel like the brand truly cares for them.

Some retailers map customer journeys like a storyboard, catching friction points early so they never become complaints. Customers value the little details, and that attention adds a human touch to technology-heavy experiences.

Building Omnichannel Connections That Feel Human

Customers carry the feeling a product creates far longer than the product itself. Omnichannel ties every touchpoint with purpose, creating interactions that feel personal.

Does one customer keep adding the same product to their cart? Offer a special discount. 

Does another customer walk past the store? Say hello by name. 

It's these little touches that make customers feel seen and create a subtle magic that keeps them coming back.

Brand Gestures To Create Natural CX

• Staff remembering customer favorites without being intrusive

• Personalized messages that suggest what shoppers may need next

• A consistent tone and voice across email, app, website, and in-store interactions

The goal is for technology to feel like a thoughtful teammate. Shoppers respond warmly when help feels intuitive, and it makes the whole brand feel alive.

Related Insight > How is AI Redefining Retail Digital Marketing & Customer Journeys for Global Brands

AI as the New Store Associate

AI behaves like a store associate who never forgets a preference, answers questions before customers ask, and is available 24/7. Powerful examples of AI customer experience include:

• Chat assistants answering questions in real time

• Recommendation engines suggesting the right product exactly when it matters

• Digital screens showing inventory updates as if they are reading your mind

The goal is simple: make every exchange feel genuine. Well-timed support earns trust, while staff focus on moments that build real connection.

How to Improve Customer Experience (And Actually Make It Stick)

Improving experience starts with observation. Study foot traffic patterns, app navigation paths, and abandoned carts. Each hiccup is a clue to make the journey smoother.

Simple Fixes For Big Impression

• Clearer labels and directions

• Shorter checkout paths online and in-store

• Messaging that feels consistent across channels

Even small improvements show customers that the brand is paying attention. When every step feels intentional, people notice and return.

Bridging the Gap to Better Digital Customer Experience

Digital tools are only useful when they match the physical store reality. Customers checking stock online expect the same in-store experience. Ways to bridge the gap:

• Real-time inventory updates that reflect in the app and store

• Navigation that flows the same way on mobile and web

• Digital assistants mirroring in-store promotions or loyalty perks

Test the digital experience like a customer would. Walk through apps and websites as if it’s your first visit. When digital and physical steps feel familiar and confident, shoppers enjoy the experience more and trust the brand.

Build confident, human-centric brand experiences with Tru's proven Customer Experience Services.

Retail Giants Keeping Customers Hooked With Intuitive CX

Top retailers setting standards for winning customer experience optimization: 

Starbucks: Green Dot Assist

Starbucks equips baristas with AI-powered instant support for recipes, equipment guidance, and pairing tips, making app and in-store interactions attentive, fast, and personal. (Source: Starbucks Press Release) 

Zara: Travel Mode

Zara’s app delivers travel guides, tips, nearby store locators, and smart purchase options, connecting mobile and physical experiences so customers feel confident everywhere. (Source: Fashion Network) 

Sephora: Phygital Beauty Shopping

Sephora bridged online and in-store journeys through ride incentives, skin scans, and expert consultations. The result was a shopping experience customers couldn’t resist returning to. (Source: Cosmetic Design)

Walmart: MyAssistant Tool

Walmart’s GenAI assistant frees staff from repetitive tasks, letting them focus on meaningful, human interactions while shoppers enjoy smoother, personalized service across channels. (Source: Corporate Walmart)

Experience Measured is Experience Mastered

Guessing rarely works. Observing behavior reveals what delights customers and what frustrates them. Heat maps, browsing paths, and direct feedback tell real stories about shoppers’ interactions with a brand.

Best retailers check these signals continuously. Even small changes, like rewriting product descriptions or simplifying checkout, can make customers feel the brand is thoughtful.