By on

Welcome to Customer Insights, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: The online and offline shopping worlds now blur, according to Walgreens Boots Alliance.

Offline and Online Shopping Worlds Blur Together

Consumers no longer think of the shopping experience as “offline” or “online,” according to Deepika Pandey, chief digital marketing officer at Walgreens Boots Alliance. The two worlds now blend together, which means brands need to focus on delivering the best customer experience across all channels.

Consumers expect a faster, better, and easier shopping experience, Pandey writes.

How do you deliver this experience? You invest in technology that will give you customer data, fast, to continuously adjust and improve the customer experience.



Megan Wenzl

Megan is the Associate Editor for ReviewTrackers. She's a writer who is committed to finding useful information to help your business succeed. Megan holds an M.A. in journalism from Columbia College Chicago.


  1. Amanda Eicher

    I primarily shop online for most of the things I need today other than groceries. I even order things online so that they’ll be ready for me to pick up in store so I don’t have to deal with the shopping myself. That is why it is important to me that a company’s website be quick and easy to navigate when it comes to online shopping.

  2. Kevin J. Eggleston

    Shopping behaviours are changing, making it vital that loyalty programmes today integrate seamlessly between the online and offline worlds. If you have a conversation with your friend in a café, and then continue chatting with them over Whatsapp on your train ride home, you would be naturally confused if they had completely forgotten who you were and what you were discussing in the meantime. We no longer perceive a difference between the online and offline worlds, we just recognise the brand that we’re trying to communicate with.