Instacart

In retail, as in life, experience is everything. Whether it’s online, on a smartphone or in the store, it really doesn’t make a difference. A bad experience will turn off customers, while a good one will build brand advocates. It’s always been like that, of course. But today’s technology-enabled shoppers have changed the rules of the game by upping the stakes considerably.

What a difference 30, 20 or even 10 years make when it comes to consumer behavior. Thirty years ago, “24x7 shopping” meant mail-order catalogs. Smartphones, tablets and social media were barely part of the discussion 10 years ago. While observers attribute the rapid pace of change to technological advances, biology may play an equally important role. Scientists have observed that the human brain is incredibly plastic, even in adulthood, constantly adapting to trauma and environmental shifts.