Personalisation Tactics Driving Omnichannel Success

Why Personalisation is the Heart of Omnichannel Success

In today’s retail landscape, the concept of omnichannel strategy has evolved from a trend to an expectation. Shoppers now see no difference between online and offline. They want a smooth, connected experience on all platforms. This is where omnichannel personalisation becomes a game-changer.

Retailers have digital footprints and data insights. This helps them tailor customer experiences better. This ability is both powerful and essential. According to a report by McKinsey, businesses that excel in personalisation generate 40% more revenue than those that don’t. Personalised retail tactics are changing how brands connect with customers. This includes email recommendations and mobile integration in stores.

In this post, we’ll explore the top personalisation tactics fuelling omnichannel success in 2025 and beyond. We’ll explore tools, strategies, and real-world examples. These will show how businesses can meet and exceed customer expectations at every touchpoint. They can even anticipate what customers need.

The Role of Data in Omnichannel Personalisation

Understanding Customer Data

Personalisation starts with customer data—but not just any data. Brands must focus on meaningful behavioural, demographic, and transactional insights.

• Behavioural data: browsing habits, time spent on product pages
• Demographic data: age, location, income level
• Transactional data: past purchases, returns, payment preferences

Collecting this data responsibly and transparently is crucial. Customers expect privacy, so GDPR compliance and ethical use are non-negotiable.

Turning Data Into Action

Retailers use AI and machine learning to analyse these datasets in real time. This enables:

• Dynamic website content based on individual preferences
• Email marketing with tailored product recommendations
• Predictive modelling to forecast future behaviour

A great example is ASOS. It uses real-time browsing data to create personalised homepage feeds for logged-in users. This results in significantly higher conversion rates.

Tactic #1: Unified Customer Profiles Across Channels

Consistency is king. Shoppers expect their preferences to travel with them from desktop to mobile to brick-and-mortar. A unified customer profile ensures every channel recognises the user.

How It Works

• Data synchronisation tools (e.g. CDPs like Segment or Bloomreach) gather data from various sources
• Profiles update in real time as customer actions are recorded
• Every touchpoint, from app notifications to in-store kiosks, references the same data

Benefit: This reduces friction and creates a feeling of familiarity and convenience. A returning customer who looked at trainers online may get a discount alert when they enter a physical store. This is all thanks to their unified profile.

Tactic #2: Personalised Email and SMS Campaigns

Email and SMS remain powerhouses of omnichannel engagement. When tailored to individual behaviour, they become highly effective drivers of action.

Best Practices

• Segmentation: Group users by behaviour or purchase history
• Dynamic content: Insert personalised product suggestions
• Timing: Send messages based on browsing abandonment, birthdays, or lapsed activity

Example: Sephora sends loyalty offers and reminders. These are based on what you bought before.

Tactic #3: AI-Powered Product Recommendations

Why They Matter

AI recommendation engines boost sales by matching products to shoppers’ interests instantly.

• Used on websites, mobile apps, and even in-store screens
• Learn from interactions and improve suggestions over time

Example: Amazon’s recommendation system drives 35% of its revenue. In the omnichannel world, these suggestions can follow a customer across devices.

Tactic #4: Personalised In-Store Experiences

Omnichannel doesn’t stop at digital. Physical locations can and should offer customised experiences.

Strategies

• Clienteling apps: Sales staff access customer profiles to offer informed recommendations
• Smart fitting rooms: Use RFID tags to suggest matching items
• Mobile check-ins: Let shoppers announce their arrival and preferences before entering

Example: Nike Live stores cater specifically to local preferences and purchase histories. This is often curated based on nearby app usage.

Tactic #5: Loyalty Programmes With Personal Touch

Loyalty is more than points—it’s about recognition and relevance. Personalised rewards feel more valuable.

Enhancements

• Custom rewards based on past purchases
• Tiered systems that adapt to user behaviour
• Cross-channel points accumulation and redemption

Example: Starbucks Rewards is an iconic example. It integrates purchases made through the app, web, or in-store into one seamless loyalty profile.

Tactic #6: Interactive Content and Gamification

Make shopping fun and engaging. Interactive quizzes, style guides, and gamified content enhance personal relevance.

Use Cases

• Style quizzes leading to product bundles
• Gamified promotions that encourage repeat visits (e.g. digital scratch cards)
• Personal dashboards that track savings, goals, or favourites

ASICS uses a gait analysis quiz online and in-store to recommend the perfect running shoes.

The Technology Enabling Personalisation

Key Tools

• CDPs (Customer Data Platforms) for unified data
• CRM systems for managing relationships
• AI/ML engines for real-time decision-making
• AR/VR tools for immersive customisation

These systems must integrate smoothly to deliver a coherent experience.

Measuring Success: KPIs and Metrics

Tracking the ROI of personalisation helps justify investment and improve outcomes.

Essential Metrics

• Customer Lifetime Value (CLV)
• Conversion rate by channel
• Engagement rate (email opens, app usage)
• Repeat purchase rate
• Customer satisfaction scores (NPS)

Retailers like Zara and Target rely heavily on data dashboards. These dashboards break these KPIs down by region and customer segment.

Overcoming Challenges in Omnichannel Personalisation

Key Barriers

• Data silos between departments or channels
• Privacy concerns around tracking
• Legacy systems that aren’t integration-friendly

Solutions

• Implement centralised platforms
• Be transparent with data usage
• Offer opt-in personalisation options to build trust

Personalisation Strategy Roadmap for Retailers

Steps to Get Started

1. Audit your current channels for data collection
2. Invest in integration tools to sync profiles
3. Create a content strategy for tailored messaging
4. Test and refine based on analytics and customer feedback
5. Educate teams across departments on new tools and processes

Building personalisation isn’t an overnight task. It’s a continuous effort that requires collaboration and adaptation.

Conclusion: Driving Long-Term Omnichannel Success With Personalisation

In the fast-paced world of retail, personalisation isn’t just a trend—it’s a competitive necessity. Customers expect every interaction to reflect their preferences, past behaviours, and interests. These interactions can happen online or in-store.

The strategies explored in this post equip retailers with the tools needed to thrive in 2025 and beyond. These strategies were AI recommendations, tailored emails, unified customer profiles, and immersive content.

Personalisation fosters loyalty, increases conversion, and elevates the customer experience. By putting customers at the heart of your strategy, you don’t just meet expectations—you exceed them.

Now is the time to invest in personalisation. Start small, iterate often, and watch your omnichannel success story unfold.

Ready to transform your omnichannel strategy with next-level personalisation? Contact our retail tech consultancy team today for a bespoke strategy session.