This case study explores how companies can evolve beyond traditional e-commerce to "NeXT commerce," a more integrated and customer-centric approach. It emphasizes the need for companies to deeply understand and address broader customer needs across multiple channels. Key strategies include adopting a "headless" channel approach, leveraging advanced technology and data, and fostering trust to expand into new markets. Companies must make tough choices to align their operations and incentives with delivering exceptional customer experiences, ultimately becoming indispensable to their customers.

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