Customers expect brands to recognise them wherever they shop: online, in-store, or via mobile. Retailers that once treated digital and physical channels as separate now understand that the real opportunity lies in unifying data and experiences across every touchpoint. Omnichannel personalisation is now a competitive necessity…
Connecting Online Behaviour to In-Store Journeys
The foundation of omnichannel personalisation is data integration. By linking customer profiles, purchase history, and browsing behaviour, retailers can anticipate needs and deliver contextually relevant offers.
For example, a customer browsing running shoes online might be greeted in-store with a personalised kiosk display (once logged in) showcasing matching apparel, or receive a push notification confirming local stock availability. This continuity builds trust, reduces friction, and shortens the path to purchase.
Personalised Kiosks and In-Store Tech
Interactive kiosks and smart mirrors are increasingly being deployed in stores, connected directly to loyalty systems and CRM platforms. Customers can log in via QR code, app, or loyalty card to see personalised product suggestions, check sizes, or redeem tailored promotions.
These tools not only improve the in-store experience but also provide retailers with rich behavioural data, feeding back into digital campaigns for future engagement.
Loyalty as the Glue
Loyalty programmes remain the most powerful vehicle for omnichannel personalisation. Retailers are leveraging loyalty data to trigger real-time offers at the point of sale (POS), for example, providing discounts on frequently purchased items or suggesting add-ons based on past buying patterns.
With AI integration, loyalty platforms can now predict what customers are likely to want next, creating a seamless blend of convenience and reward that keeps shoppers engaged across channels.
Operational Integration is Key
True omnichannel personalisation demands more than technology. It requires breaking down silos between e-commerce, marketing, and store operations. Retailers must ensure pricing, promotions, and inventory visibility are aligned across systems so that personalised experiences are consistent and credible.
Staff training also plays a role. Equipping store associates with mobile devices or dashboards that display customer preferences enables them to deliver human, personalised service that complements digital engagement.
The Business Case for Omnichannel Personalisation
Retailers investing in omnichannel personalisation are reporting measurable benefits: higher conversion rates, increased basket size, and stronger loyalty retention. Just as importantly, they are future-proofing their business against rising customer expectations and competitive pressure from digital-first disruptors.
The winners in retail will be those who stop thinking in terms of ‘online versus offline’ and instead deliver one continuous, personalised journey, meeting customers wherever they choose to engage.
Are you searching for Personalisation solutions for your organisation? The eCommerce Forum can help!
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