The shift in business models due to the subscription economy has increased pressure on businesses to deliver real-time, contextually relevant experiences across the entire consumer journey. Data remains a core battleground for creating unified customer experiences, with businesses needing to capture and unify disparate sources of consumer data, effectively contextualize and operationalize information, and push critical insights across channels and organizational stakeholder groups. Businesses need to invest in newer digital commerce platforms that can create immersive experiences at every step of the consumer journey, focusing on content and context for hyper-personalization and storytelling. Experiences, not products, remain the battleground of the future as businesses rethink their engagement model to deliver consistent, differentiated experiences throughout the customer journey.