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This scenario may be imagined, but it certainly represents a common experience for many customers who do research on a brand’s website but end up buying from a retail partner. For Amy, the quality of her end-to-end customer journey depends on both the brand and the retail partner. To succeed in the face of shifting market dynamics and increasingly empowered customers, brands and retailers need to rethink their partnership dynamics to focus on their shared responsibility for customer experiences. To do this, brands and retailers need to: