Commoditized Purchase Experience
Retailers face a lot of competition, both online and offline. And in many cases the products they sell are very similar. While it’s easy to identify a bad customer experience, describing a great customer experience is trickier. How many of us, even when buying a branded item, will start our search on Google to find the cheapest price? We may compare and contrast seller reputation and potential shipping time, but ultimately we have created a “commoditized” shopping experience.