Imagine you spot a pair of trainers on your phone during your morning commute. You check reviews on the brand’s website at lunch. Then you pick them up from a shop on your way home. A few days later, you use the retailer’s app to return a different size. None of these steps feel like separate transactions; they feel like one smooth conversation with the brand. That’s exactly what this chapter is about: how to weave every digital and physical touchpoint into a single, sensible customer journey.