Customer satisfaction and loyalty requires interchangeable online and in-store experiences, but the data captured from these two experiences is often kept separate. Connecting physical and digital data effectively allows brands to create unique experiences that customers want to receive, driving engagement, loyalty and repeat purchase.

Machine learning and predictive AI technologies are also streamlining the shopping journey, helping customers get to the products they need, faster.

Consider the weekly grocery shop. The vast majority of shoppers still conduct their weekly shop in person. And while their list might change from one trip to the next, many of the items purchased—the household staples—remain the same. When an ecommerce shopper logs into their grocery account, they are prompted: “Fill your cart with your last order?” This simple algorithm provides incredible convenience to the shopper—streamlining this weekly task, and granting more time back to the customer to potentially increase their cart size further.

And for brands that capture rich first-party customer data, loyalty and personalization becomes much more dynamic. Shoppers receive offers that are created just for them, rather than a broad user demographic. These strategies give customers compelling reasons to visit the store.

The best loyalty and personalization programs consider a customer’s experience with their brand holistically, at all touchpoints, and use that information to continually optimize their omnichannel strategy.

It’s never been more difficult for retailers to manage their omnichannel priorities. Consumer expectations are high, and economic and market pressures are constant. As shoppers increasingly engage in both online and in-store experiences, retailers are forced to make tough decisions when implementing their omnichannel strategy.

The solution to this challenge, while not simple, is clear: be customer-obsessed. A customer-first organizational mindset ensures that all operational decisions—from retail investment and e-commerce to loyalty programs and fulfillment—are executed with the brand’s most important stakeholder in mind: the consumer.