Today's omnichannel customer journey embodies an intricate web of consumers fluidly switching between multiple channels such as in-store, online and social channels. This complexity is exacerbated by diverse consumer demographics, each with unique preferences and behaviours, challenging retailers to deliver seamless and personalised experiences across channels. Join this presentation to understand this multifaceted journey, particularly the challenges their customers commonly face, and how to access insights buried in imperfect data silos for remedial action often targeted at harmonising channels. We'll shine a spotlight on different types of consumer profiles based on their expectations of retail brands to reveal some fascinating characteristics.