Digital innovation expert explains what brands need to know when they try to blaze a trail in online retail.

The traditional customer conversion funnel is gone. In order to win the hearts and wallets of digitally savvy consumers, brands must create innovative experiences that are so delightful, entertaining, or genuinely useful their target consumers can’t resist coming back for more. Brands need to consider the following five principals when building a successful e-commerce presence. Here’s a look at six companies blazing digital trails.

1: All Day Every Day, Access From Anywhere

“You are not a desktop brand. You are not a mobile brand. You need to be accessible from anywhere,” says Dave Surgan, Manager of Digital Communications at Morpheus Media. “Being accessible to your customers anywhere and everywhere is critical to success for any brand today.”

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