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Trademart Retail Happening

maandag 01/09/25

Omnichannel retail: practical insights for a better customer experience

At the Trademart Retail Happening on 1 September, Glenn Waem (Dutch session) and Christophe Schillemans (French session) from Tilroy shared their insights on omnichannel retail. In the lecture “From friction to flow”, they explained how you can create a consistent and customer-focused experience across all channels, and why this matters now more than ever. Here are the key takeaways.

1. Customers think in experiences, not in channels

The lecture opened with a simple truth: customers want to buy what they need, where, when, and how it suits them best. They expect a seamless customer experience, whether in-store or online, where every touchpoint is connected. The days of isolated channels are over.

Omnichannel is the key: retailers must ensure all sales channels work together as one integrated system, with no duplicated product data, price inconsistencies, or separate customer databases.

2. From omnichannel to omni-connected

Today’s customers want more than just good products. They seek trust and convenience. An omnichannel strategy ensures they receive the same experience across all channels. In the next step, you can focus on “omni-connected” retailing: using every channel to build long-term, personal customer relationships. Consistency and recognition make a lasting impact and make customers want to come back.

80% of consumers expect consistency across all channels.

Glenn Waem - Retail Advisor, Tilroy

3. Identify the frictions

Are you running a physical store and a webshop? You're not alone if you encounter some issues. Common challenges include:

Duplicate product management for store and webshop
Unsynchronised stock or pricing
Loyal store customers not recognised online
Different return processes between online and offline

These might create confusion and frustration with your clients, and that's something you want to avoid. The good news? Many of these can be solved with a strong digital foundation.

4. Flow as the ultimate goal

A smooth flow leads to a better buying experience, for both you and your customer. Here's how you can create that flow:

One central database for product, pricing and customer data
Real-time synchronisation between store and webshop
Unified promotions and pricing strategies
Loyalty systems that work across all touchpoints
Clear delivery promises and easy return policies

Efficient internal processes lead to a better external experience.

5. Where to begin?

There are two main ways to seamlessly connect your physical store and webshop:

A linked system with API integrations: more flexibility, but technically complex.
An all-in-one platform: easier and quicker to implement, but fewer customisation options.

Both options have their pros and cons. Your choice depends mainly on your team, budget, timing, and growth plans. One thing is certain: whichever direction you go, start with a strong digital foundation.

6. Small steps, big impact

Adopting an omnichannel approach might feel overwhelming. Just know you don’t need to do everything at once. Start by centralising your data and build gradually. Step by step, you’ll create a smooth retail experience that meets modern customer expectations.

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