Now that most of AEO’s customers shop on their phones, moving them along their respective customer journeys is central to its digital strategy. “We’ve made tremendous strides to provide our customers with a brand experience that flows seamlessly between digital and in-store.”

Such seamless brand experiences, in fact, lead to perhaps one of the most important innovations of the digital era: omnichannel. Unlike its predecessor multichannel, which expected that customers might choose one channel (say, web) one day but another (perhaps in-store) the next, omnichannel recognizes that from the customer perspective, there is only one channel, with multiple touchpoints.

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