A new era of customer experience - How can retailers stand out from the crowd? Authenticity and peer to peer conversations are becoming increasingly important for online visitors as James McQuivey, VP. Principal Analyst, Forrester highlights, “Consumers decide what to pay attention to based on emotions and conversation”. In this research iAdvize and Internet Retailing demonstrate how and why retailers should strive to become the digital destination of choice, and what part conversational marketing plays in that. The paper outlines the ‘here and now’, as well as looking at trends and predictions for the coming years.