At eTail, we surveyed 100 senior leaders across marketing, eCommerce, customer experience, analytics, and IT to understand how retail organizations are enhancing the customer journey today—and where they’re headed next. Here’s what we discovered.

A Snapshot of the Industry Today

Many retailers feel they’re ahead of the curve, with 51% rating their digital customer journey as “good” or ahead of peers. However, just 29% say their teams are highly active in improving it, and most (64%) admit they’re only “somewhat active.”

This gap between perceived importance and actual execution suggests a need for stronger prioritization and resource allocation. There’s also a clear opportunity: retailers that move decisively to enhance their journeys will be well-positioned to drive stronger engagement and loyalty.

The Pre-Purchase Experience: Good, but Not Great

When asked about their ability to create positive omnichannel pre-purchase journeys, 55% of respondents said they’re “somewhat effective,” and 22% said they’re “not very effective.” That means nearly 8 in 10 retailers aren’t delivering the kind of seamless, consistent, and personalized shopping experiences customers now expect.

Common barriers include:

• Technological limitations
• Data silos
• Lack of cross-functional alignment

Retailers are focusing improvements on personalization and channel consistency. Other initiatives include letting customers reserve products online and try them in-store, streamlining the buying process, and equipping store associates with tools to better serve individual needs.

The Post-Purchase Experience: A Missed Opportunity?

While 65% say they’re “somewhat effective” at post-purchase experiences, 10% rated themselves “not very effective.” That matters—because post-purchase is where loyalty is built (or lost).

Among those struggling with post-purchase:

• 70% find managing returns challenging
• 80% find offering choice in return methods difficult
• 70% struggle with offering proactive, multi-channel support

"We want to meet customers where they are. Whether they are shopping online or in-store, we value their choice and aim to provide a tailored experience that fulfills their needs."

Personalization and Omnichannel Integration Take Center Stage

61% of respondents are already using personalized messaging based on demographics, VIP status, and purchase history. Top-performing tactics include:

• Personalized product recommendations (47%)
• Advanced personalization (43%)
• Seamless omnichannel experiences (42%)

Despite this, 71% remain only “somewhat satisfied” with how well they use customer data. Fortunately, AI adoption is growing:

• 76% use AI for product recommendations
• 72% use chatbots and virtual assistants for support

"Our goal was to bridge the gap between in-store and digital experiences, ensuring a smooth and hassle-free journey."

Securing Data Without Compromising Experience

Early identification of users impacts both personalization and conversions. Nearly half of respondents said recognizing users early enables better experiences. 43% also said authentication boosts conversion rates.

Key return options:

• 76% offer in-store returns
• 49% offer drop-off kiosks or lockers

Security is strong across the board:

• 69% rate account and platform security as “very good”
• 64% say the same for payments and transactions

"Shift your focus from personas to profiles... These are the data points that matter."

Case Study: Garnet Hill’s Personalization Journey

Garnet Hill reimagined its eCommerce experience by blending storytelling with AI-powered personalization. Mark Murphy, Sr. Director of eCommerce and Digital Marketing, led the initiative.

Key tactics included:

• “Griditorials” on product listing pages with product highlights
• Extended PDPs offering rich info below the “add to cart” button
• Cross-channel storytelling through email and media
• AI personalization with Movable Ink’s DaVinci platform

The result: A highly tailored, emotionally engaging journey that did not interrupt conversion flow.

What’s Next: 2025 and Beyond

Retailers plan to enhance customer journeys through:

• Curated product recommendations using AI
• Improved site navigation and guided shopping tools
• Flexible checkout and delivery updates
• Self-service returns and exchanges
• Stronger post-purchase portals for loyalty

"We’ll create a customer portal that provides recommendations, has purchase history, and offers support when needed."

Key Takeaways

• Embrace personalization: Use AI and analytics to meet unique customer needs.
• Integrate physical and digital: Build a seamless omnichannel experience.
• Secure data early: Use identification and consent to deliver relevance without compromising trust.
• Optimize post-purchase: Treat returns and follow-ups as growth drivers, not headaches.