As the boundaries between online and in-store shopping blur, European retailers face a crucial challenge: delivering a consistent customer experience across all channels. Seamless omnichannel retail is becoming a strategic priority.

Demanding and connected European consumers

Modern consumers expect seamless interactions between different touchpoints. According to the State of the Connected Customer report (Salesforce, 2024), nearly three-quarters of European shoppers want a consistent experience across physical and digital channels. This shift in behaviour is prompting retailers to rethink the entire customer journey, from discovery to loyalty, by leveraging the complementary nature of different channels.

Creating continuity of experience across channels

Implementing an omnichannel strategy does not simply mean increasing the number of sales channels, but making them interoperable. This requires the integration of information systems (CRM, inventory, payment), the unification of customer data, and real-time personalisation. The challenge is to enable customers to move seamlessly from one channel to another: start an order online, finalise it in-store, or enjoy the same level of service regardless of the point of contact.

A strategic lever for European retailers

Beyond the customer experience, a seamless omnichannel approach enhances retailers' operational performance. It promotes better inventory management, more consistent communication and stronger customer relationships. For European retailers, it is also a lever for differentiation in the face of global competition. By capitalising on their proximity to the market and their service excellence, retailers can make omnichannel a real growth driver.

 

Reimagining retail: How store design and technology are transforming the customer experience
The TikTok effect