The document discusses how customer insights can be used to shape better retail experiences. It finds that consumers highly value unique experiences but there is a gap between what they say is important and what brands actually deliver. The top drivers of unique experiences are the initial impression a brand makes, ongoing engagement after purchase, understanding customer needs, differentiation, and anticipating needs. It recommends that brands map the customer experience across discovery, shopping, digital, products, customer service, and community to identify gaps and optimize drivers. Emerging trends like mobile, personalization, and omni-channel should be viewed through the lens of these customer insights.