Cross-Device & Cross-Channel Shopping

Retailers that succeed demonstrate measurable impact. Swedish fashion brand NA-KD increased customer lifetime value by 25% in just one year by integrating customer data from its website, app, and digital marketing channels. Danish retailer Ganni reported that 9% of its store sales came from clienteling after deploying mobile point-of-sale systems that connected in-store and online data. Target has become a model for omnichannel execution—more than 80% of its online orders are fulfilled directly from stores, enabling faster delivery and curbside pickup.

Aggregate industry data reinforces these examples. Analysis by customer engagement platform Braze found that combining in-product messaging (while the customer is engaged with a company’s website or app) and out-of- product messaging (when they are not engaged) increased purchase frequency by 25% per user. 70% of marketers report higher returns on investment from omnichannel strategies, according to a 2024 Forrester report. Additionally, 47% of consumers using buy-online pick-up-in-store (BOPIS) services make extra purchases when they collect their orders.