Online selling, however, has changed the customer journey. And so long as they remained good, he returned. The customer had experiences (now known as CX) each time he visited that store. And in smaller stores, there were sales clerks to help the customer along that journey and a clerk to help with return and exchanges. Payments, returns and exchanges were handled in the store.
Business displayed their inventory customers came in and physically assessed it and bought what they liked. When retail was all brick and mortar, things were simple.
