The retail industry has been experiencing dramatic disruption from the moment e-tailers entered the picture. One major distinction in the world of e-commerce is how much more today’s consumers expect from retailers. The clearest evidence of this trend is the growing demand for a more integrated shopping experience, with the lines increasingly blurred between what happens in a retailer’s physical store and what happens online. All of this places tremendous competitive pressure on retailers—especially smaller retailers—to make their customer experiences as engaging and integrated as possible. What is the path to achieving that goal?