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You've hit on exactly the point at which the rubber of end-user centred design hits the road.

We've found that companies can have great product design based on a deep dive into latent needs and a great brand based on an integrated design personality but it's all worthless if the experiance is not delivered properly to the customer in the "last mile".


I'm looking forward to the day when virtual reality can mimic a real shopping experience. How will VR impact the P's, when there is no limitation of physical shelf space, or you can sort the store's inventory efficiently by promotional items, and you can easily shop from different stores for the best price without the inconvenience of actually physically traveling to different stores?

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