Omnichannel Retail: Structure for Success

Likewise, information from the customer's in-store experience must become part of her full profile to ensure that all other interactions she has with the brand (e.g., emails, website visits, etc.) are relevant. Rather than competing with digital channels, retailers that incorporate brick-and-mortar stores within their omnichannel marketing efforts can paint the clearest picture of their customers and thus deliver the personalized shopping experience that consumers have come to expect, whenever and however they want.