Retail chains possess a lot of information about their customers and their online and offline shopping habits. However, they can’t always combine it into a coherent whole and utilize it effectively.


Companies may already have implemented a multi-channel sales strategy, but customers move between different channels not getting any consistent message or offer. As a result, the potential offered by the omnichannel model is not fully utilized.

Let’s imagine that a company sells both services and goods – a mobile network operator is a good example of such company. The customer chooses a phone online and buys it along with the whole package. Then, they go to a retail store to discuss the details of their agreement and the selected tariff. After talking with a consultant, it turns out that their choice was not entirely accurate and could be configured in a better way. The problem is that the customer had already ordered a full package with the phone online. To change it, you have to terminate the previous agreement, sign a new one, which is often not so simple. Very often completely different departments competing with each other are responsible for online and offline sale. For a customer who may not understand it, it can be irritating. In addition, it could generate losses for the entire company.

Personalization and speed

The question is what message our customer should get at specific sales channels. Sometimes it’s better not to encourage customers to make instant online purchases, but to persuade them to visit a retail store. However, this requires a coherent concept at the level of the entire company.

First of all, every customer is different and requires individual treatment. We can collect a lot of information about them, in all channels. However, it’s important what we do with it later. To make your life easier, you should create segments, or groups of customers with similar profiles. This reduces purchasing process and improves user experience.

Many retail chains already collect relevant data about their customers, but few are able to use them wisely. Let me give you an example. A bank has information that their client is going on holiday abroad. As a result, they can send him a special deal on the use of ATMs abroad. The problem is that the analysis of such data is performed in the bank once a month. So the customer will receive an email with a special offer too late, probably after his return from holiday. It doesn’t make any sense.

You have to act quickly. I booked a hotel using my banking card. Five minutes later I should receive a text message with the offer from my bank that while staying abroad I can use a promotional offer for using ATMs. Quick action, quick response.