Retailers Still Trying to Solve the Omnichannel Challenge

Steelcase uses a login system to track customers across channels and devices — e.g., desktop, tablet, smartphone. While this type of data is valuable to Steelcase, the customer doesn't care about the channel. They want — and expect — a seamless shopping experience no matter which channel they interact with your brand, said Sara Onken. Our focus is on personalization to give customers the seamless and relevant shopping experience they're looking for.