Customers only see one brand. They don’t see the difference between digital products and marketing channels. They expect one personalised experience across all touchpoints. They expect the mobile app to know which pages they were browsing on desktop, which email ad they clicked and which items they purchased in store.
As the number of digital products continues to grow across new devices and mediums, brands cannot afford to design and innovate in silos. Product teams need to understand how their product works with other touchpoints in the customer experience to meet their business goals.