As marketers, we talk a lot about digital experiences and how to make them better for consumers. I totally agree that these conversations are valid and that digital is now at the center of successful marketing programs. However, I often wonder about the lack of attention given to in-store experiences. And as a consumer, I am quick to notice and applaud those businesses doing it right.

Last night I stopped at Whole Foods Market at 9:30 p.m. (30 minutes before the store closes). To be honest, I was tired from a long day and not in the brightest mood. Having yet to eat dinner, I was thrilled to find my favorite salmon and sweet potatoes still fresh on the grill. I went on to produce and picked up some great tips from an employee about picking peaches. Not to mention that the produce was perfectly displayed and, as usual, no digging required to find just the right selection.

Since the experience was so pleasant, I picked up a few more items than planned. At checkout, I reminisced with the cashier about his pair of heart sunglasses that were strikingly similar to my favorite from childhood. I received compliments on my reusable grocery bag’s design, and got into an interesting conversation with employees about similar products.

I headed home more relaxed than before my shopping stop. Every day consumers interact with brands, up close and personal. The experiences they come away with shape their purchase decisions for years to come. We often hear brands talk about their hope of providing a 360-degree experience, where every touchpoint is consistent and excellent. As marketers, we have the chance to help consumers with maybe 180 of those degrees. It’s refreshing to be reminded of the power of the other 180 that make up the purchase experience.