When you are in a store and ready to check out, you go to a queue, and there is a physical register. When you are online, you still add things to a cart and then follow a checkout flow. But how much longer will these paradigms still exist? Consumers can now make purchases from practically anywhere, anytime, with on-demand and in-context conversion.

The evolution of the point of sale (POS) has gone from the cash register to the online cart to now virtually anything.

Today, instead of making a trip to the store to buy shampoo, or searching for it online, you can shout out to your Amazon Alexa or other voice-activated device while you are in the shower... and have it on your doorstep in a matter of hours.

To satisfy such evolving demand, marketers must meet consumers' expectations by being available to users—wherever those users might be.

With all the emerging touchpoints available to consumers, marketers must ensure that they have a holistic digital strategy with clearly defined goals that support the entire organization, beginning with the establishment of a cohesive user experience (UX) across all digital channels.

Ignoring UX, or not getting it right, can be extremely time-consuming and costly. In fact, it is up to 100 times more expensive to fix a UX error after development than it would have been to implement it ahead of time.

Understanding UX and adapting accordingly has never been more crucial for marketers. Here are four steps marketers need to take to ensure successful user experiences.

1. Invest in holistic UX

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Stephanie Trunzo is chief digital officer and COO of PointSource, which brings business, marketing, and technology together to create transformative digital solutions.

LinkedIn: Stephanie Trunzo