Gartner defines the “total experience” as something that combines all aspects of the buyer’s journey into a single platform that encourages them to buy a product or influence their decision making. In the past, we tried improving each of these experiences individually, but companies will start shifting away from this methodology in 2021 since it will help them get a business advantage. If you are wondering how this looks in practice, a popular supermarket chain Auchan currently uses its mobile app to alert customers if they are close to one of their locations. Once the customer is in the store, the app alerts them about any promotional or sale items and can be used to find all kinds of information about specific products. Since Auchan combines a lot of experiences into a single product, they have created and customer experience that is unique to their brand.