Loyalty comes through experiences and creating memories. The last several years have challenged retailers to become digital and then mobile brands. They’ve had to shift their focus from selling products to creating memorable experiences for consumers. Now the time has come for all brands to prioritize the user experience (UX), designing every customer-brand interaction with the user’s emotions and exact needs in mind. The UX mindset is more software developer than salesperson, and it works. Retailers today must treat visitors as ongoing users instead of merely potential buyers. Brands including Nordstrom, Sephora, Glossier and Warby Parker have implemented UX practices in retail to increase long-term customer loyalty.