Imagine a consumer in a store, item in hand, about to make a purchase. Then, something happens that causes them to suddenly change their mind and walk out, leaving the item they were going to buy behind.
Whether the buying is being done in-store or online, the consumer experience, as seen as a start-to-finish journey, is fraught with potholes, detours, distractions and delays that at any moment for myriad reasons — seen and unseen — can turn a good thing into a problem that can potentially last forever.