Five years ago, omnichannel experiences were often clunky and lacked personalization across touchpoints. But as more consumers shop online, their interactions with a brick-and-mortar store have shifted. According to Gartner, over half of consumers prefer in-shopping experiences for more information and discovery rather than transactional. In this Executive Perspective, Chris Guerra, Co-CEO at Blue Acorn iCi uncovers how these changing consumer behaviors evolved the omnichannel experience and what this will look like in the future.