From Clicks to Bricks: How Omnichannel Shopping is Reshaping Retail

Customers don’t think in channels. They think in outcomes.

They want to browse, buy, and earn rewards without friction. Every interaction should feel connected, no matter where it happens.

That expectation has changed the role of the marketer. Success now depends on having the right data, clear visibility into customer behavior, and the ability to act in real time.

The most effective retailers are cutting through complexity. They’re aligning teams, integrating systems, and delivering experiences that drive measurable results.

In this article, we’ll look at what effective omnichannel strategy really involves — and how to make it work.

The data is clear: when brands create connected, consistent experiences across channels, customers spend more, engage more, and stay loyal for longer.

Here’s what the numbers show:

• Omnichannel shoppers spend more: Consumers who engage across multiple channels spend 1.5x more each month than those who shop on a single channel. (Deloitte)
• Physical stores still matter: 59% of shoppers say they like to visit stores to see or touch products, even if they ultimately plan to buy online. (Google)
• A $1.5 trillion opportunity: That’s the estimated value of the omnichannel commerce opportunity in the U.S. alone. (NielsenIQ)

These numbers make one thing simple: delivering seamless experiences across digital and physical touchpoints is a growth driver. The more connected your customer journey, the more revenue potential you unlock.

Omnichannel success requires a strategy that brings your channels together, personalizes every touchpoint, and builds loyalty that lasts.

These four pillars help you simplify complexity, connect with your customers, and drive measurable results.

1. Connect every channel using unified customer data

Your customers expect each interaction to feel like a continuation of the last. That only happens when your data is connected across systems — not trapped in silos. With a unified view of your customer, you can deliver personalized, consistent experiences wherever they engage.

What this looks like:

• Merge online and offline data using a customer data platform (CDP) 
• Sync preferences, purchase history, and engagement in real time 
• Power relevant content and product recommendations based on full profiles

Example: Wella Company uses SAP Emarsys and SAP Commerce Cloud to unify customer data across channels, enabling real-time segmentation and campaign delivery. By centralizing profiles and behaviors, Wella can personalize engagement at scale, boosting loyalty and lifetime value across markets.

2. Tailor campaigns to each audience and channel

Who are your customers? Where are they? How do they like to shop? Your messaging needs to match your customer’s context. Segmentation and channel-specific strategies make that possible.

What this looks like:

• Build segments based on behavior, location, and lifecycle stage 
• Customize content across email, SMS, push notifications, and in-store interactions 
• Automate delivery based on individual engagement patterns

Example: Puma implemented hyper-personalized, one-to-one campaigns using Emarsys data. Within six months, they achieved a 5× increase in revenue and grew their database by 50% .

3. Turn loyalty and advocacy into everyday engagement

Loyalty shouldn’t live in a silo. The most effective programs reward customers across the journey, encouraging repeat purchases and turning your best buyers into brand advocates.

What this looks like:

• Show loyalty status in emails, mobile apps, and website overlays 
• Reward omnichannel behavior like browsing online and purchasing in-store 
• Trigger post-purchase journeys that prompt reviews, referrals, or repeat buys 

Example: Adore Beauty provides a model here. Their loyalty initiative, integrated across email, app, and web, rewards engagement with points beyond purchases, yielding a 56% increase in returning customers and significant customer lifetime value

4. Embed your brand values throughout the customer experience

Your customers want to support brands that align with their values. When you reflect those values clearly, from campaigns to checkout, you build emotional loyalty that lasts.

What this looks like:

• Highlight sustainability or ESG efforts in campaigns and product pages 
• Personalize content based on customer values or interests 
• Align offers and merchandising with social or environmental goals

Example: Luxury fragrance brand Molton Brown partnered with SAP Emarsys (and Sinch) to bring its sustainability mission into its marketing ecosystem. They highlighted refillable products and sustainable collections in campaign content across email, web, and in-store.

Customers who bought ESG-focused products spent 22 % more per order, shopped 1.7× more frequently, and had a £120 average order value, compared to £60 for non-ESG buyers.

The strategies above aren’t theory. In fact, they’re already delivering results for leading brands. Here’s how companies across industries are using Emarsys to turn omnichannel ambitions into measurable outcomes:

Wella Company: Personalization and loyalty at scale

As a global beauty leader, Wella Company needed to engage professional and consumer audiences with equal precision. But fragmented data and siloed campaigns made that difficult.

With SAP Emarsys and SAP Commerce Cloud, Wella unified its customer data and launched automated, segment-based campaigns tailored to loyalty tiers and product interest. Using pre-built automations, the team delivers personalized experiences across the right mix of channels while saving time.

Results:

• Increased engagement with lifecycle-based automations 
• Strengthened loyalty through targeted education and early access offers

Learn more about how Wella built personalization at scale.

Molton Brown: Bridging purpose and personalization

Luxury brand Molton Brown is known for its commitment to sustainability and ethical beauty. But the challenge was embedding those values throughout the customer experience, not just in product pages or press releases.

With SAP Emarsys, Molton Brown personalized its campaigns around ESG themes — highlighting refillable ranges, sustainable gifting options, and loyalty rewards aligned with eco-friendly purchases. Customers who engaged with these values-led campaigns spent significantly more and returned more frequently.

Results:

• ESG-driven customers spent 2x more per order 
• Increased emotional loyalty from values-based messaging

Roman Originals: Adapting fast with data-led marketing

UK fashion brand Roman Originals operates hundreds of stores alongside a growing e-commerce business. As shopping habits shifted, they needed to stay agile — responding to customer behavior in real time.

Using SAP Emarsys, Roman identified lapsed customers, launched reactivation journeys, and optimized timing based on purchase frequency. With clearer insights and faster execution, the team made smarter decisions that protected revenue and improved retention.

Results:

• More targeted re-engagement of inactive customers 
• Faster campaign delivery using real-time behavioral insights

Looking ahead, several trends are reshaping what great omnichannel marketing looks like:

• AI-powered orchestration: Predict customer behavior, automate decision-making, and adapt journeys in real time.
• Real-time inventory visibility: Sync availability across channels to meet demand and avoid friction at the point of purchase.
• Integrated sustainability: Bring ESG into loyalty programs, product recommendations, and post-purchase messaging.
• Immersive commerce: Blend AR, social proof, and user-generated content to turn discovery into conversion.

SAP Emarsys empowers marketers to deliver on all of this — with a platform built for personalization at scale, measurable results, and rapid execution. From acquisition to advocacy, we help retailers create experiences that convert, retain, and inspire.

Ready to turn clicks into lifelong customers?

Get a demo to see how SAP Emarsys helps retailers deliver intelligent omnichannel strategies that drive revenue and loyalty.