A 'good' digital customer experience involves providing consumers with a fast, responsive and frictionless experience as they move between channels in their customer journey. Brands with great DCX provide a cohesive and consistent online experience that delights their customers.Major trends impacting retail in India Contactless engagements (mobile payments, contactless deliveries, virtual tours, AR/VR-led consultations and home visits). Growth in selected sub-sectors driven by increased spending on essentials, nutrition, wellness and hygiene (discretionary spending has been de-prioritised).