The retail industry has been turned on its head in today’s digitally enabled, omnichannel world. High-street names such as Debenhams, LK Bennett and Bathstore are entering administration while online giants plot physical growth by being faster, more convenient, and offering a completely new experience for consumers. JD.com aims to open 1,000 stores per day in China and Amazon Go stores are tipped for vast US expansion.

These seemingly contradictory changes in retail fortunes reflect a shift in consumer behaviour that leaves many retailers struggling to react fast enough to accommodate. Clearly, remaining in this industry hinges on a complete understanding of consumers’ desires and the ability to nimbly respond to rapidly evolving shopping trends.

However, the pretzel-shaped customer journey that flows from digital to physical and back again isn’t easy to follow and act on when trying to reach every consumer with a distinctly relevant experience.

So, what can business leaders do to prevent a digitally and physically intertwined customer journey from tying their retail strategy in knots?  Read more of DynamicActon CEO John Squire's article in Business Leader.