Anthony Potgieter | eTail Connect West

The New Architecture of Retail: Discovery, Demand, and the Changing Path to Purchase

11:50 AM C-Level Keynote Presentation: Rethinking the Connected Omnichannel Customer Journey

Customers don't experience channels, they experience a brand. Yet most retail organizations are still built around functions, and the gap between how companies are structured and how customers move through them is eroding loyalty, inflating service costs, and creating friction that no amount of marketing spend can paper over.

This session makes the case for a different organizational logic, one built around the customer journey rather than the channel or department. A senior retail leader shares how they restructured the way digital, store, and service teams think, measure, and make decisions together, and what had to break before that change was possible. AI plays a role in the story, but the harder problem was organizational: who owns the experience when it crosses every function?

Connect your omnichannel experience by:

Applying AI to improve speed, routing, and self-service without degrading the experience
Aligning digital, store, and service teams around shared metrics and accountability
Measuring CX in ways that reflect the full journey