Digital and physical worlds are merging which is changing experience expectations - everything from brand and employee to customer expectation of their company interactions. Customers and employees are making their brand decisions based on the experiences companies deliver - they are looking beyond the product to immersive technologies to engage them. Employees expect digital-first information and company cultures that put their interests first. Shoppers and customers expect companies to have the latest and best experiences - making every online and physical interaction personally relevant to them. The cohesion of physical and digital experiences is driving new expectations in loyalty, retention and satisfaction.