The Importance of Separating the Development of the Experience Online and in Digital Channels

There are good reasons why historically companies would have a very different experience online or on a mobile app than they have in the store. You might actually find yourself having to integrate with a zillion systems that make it very difficult to get the job done. I think it really is very much from the outside in and at times that might come up against these business-precmitted issues. Those things sometimes overcome, but it should not always be necessarily consistent across those things, but it shouldn't feel wrong.