In business, a virtuous cycle is a set of recurring processes in which the objective of each is to increase the beneficial effect on the next. Not so long ago, the typical purchase pattern was linear. Further, it involved very few steps from the time consumers first learned about a product or service to the time they purchased it. With the arrival of digital transformation, though, both online and brick-and-mortar retailers are adapting to a new virtuous cycle, one in which personalized experiences are the norm and digital customer service tools play crucial roles in making or breaking a purchase every step of the way. In this infographic, you'll learn how digital technology has driven retail's virtuous cycle and get insights into how you can improve your customers' experiences via Microsoft Retail Solutions.