We long thought, or suggested, that e-commerce represented a threat to brick-and-mortar stores. Despite this, 9 out of 10 sales are still made in-store and more than half of consumers worldwide do online searches before making an offline purchase, which proves that consumers need this special connection with points of sale. It is therefore crucial to create a bridge between online and offline interactions. With the customer journey becoming ever more complex, it has become essential to ensure a local presence at all customer points of contact. This can be done by offering a seamless customer journey.