Tech companies have opened the doors to a brave new world of commerce and consumers have quickly adapted to the digital process of discovering products, researching what they want, and making purchases. Retailers have been slower to come up the curve. In a new report, PriceWaterhouseCooper (PWC) urges marketers to embrace a Total Retail model which means they’ll be focusing on a single brand message and customer experience across all channels supported by an integrated back-office operation.