The most popular missed opportunity in retail
Retail is evolving fast, yet many brands are still playing by old rules—treating online and offline as separate worlds. Promotions don’t align, customer experiences feel disjointed, and internal teams work in silos. Yes – still.
Some brands try to make up for it with massive media budgets and aggressive performance marketing. And sure, it can work—for a while. But this approach is a sprint, not a marathon. Without an integrated strategy, those quick wins burn out fast, and long-term growth stalls.
At Paris Retail Week, we attended an inspiring keynote by Adidas, where they demonstrated how a holistic, data-driven approach turned their Champs-Élysées flagship store into a masterclass in omnichannel retail. Their success showed once again that online and offline aren’t competing forces—they should be working together to create seamless, customer-first experiences.
If you’re still running separate strategies, you might survive today, but you’ll struggle tomorrow. Here’s why.
Why retailers are failing at omnichannel
Many retailers still approach e-commerce and physical stores as competing forces rather than complementary channels. This leads to short-term fixes instead of sustainable growth.
The most common mistakes include:
- Inconsistent promotions – Different discounts online vs. in-store create confusion and erode trust.
- Disconnected customer experience (CX) – Customers expect seamless interactions, but many brands fail to deliver.
- Siloed teams – Offline stores see e-commerce as a competitor rather than an ally, while e-commerce teams focus only on digital conversions.
- Over-reliance on paid media – Some brands throw massive budgets into performance marketing to boost short-term conversions, but without a connected strategy, those wins don’t translate into long-term loyalty.
The brands that will still be standing in five years are the ones that invest in real omnichannel integration today.
The solution: a holistic retail approach that works
Winning in retail isn’t just about who spends the most on ads—it’s about who creates lasting customer relationshipsthrough a fully integrated strategy.
Here’s how to do it:
Align online and offline promotions
Customers don’t think in silos, so neither should your brand. A unified approach to promotions builds trust and boosts conversions across both channels.
Example: instead of running separate in-store and online discounts, create unified campaigns where customers can redeem offers across both touchpoints.
Leverage push-and-pull tactics
Your e-commerce should drive customers to stores, and your stores should feed back into online channels—creating a loop of engagement instead of a one-way funnel.
Example: use QR codes in-store to unlock online exclusives, and run click-and-collect promotions that incentivize in-person visits.
Build a retention and loyalty strategy
Retention is cheaper and more sustainable than acquisition. Loyalty programs that work both online and offline encourage repeat purchases and long-term engagement.
Example: a loyalty app that lets customers earn points both in-store and online, with targeted rewards based on their preferences.
Understand the ‘messy middle’
Customers don’t follow a straight path to purchase anymore. They research, compare, and switch between devices and stores before making a decision. A fragmented strategy forces you to keep spending more on acquisition, while an integrated one keeps customers engaged within your ecosystem.
Example: use AI-powered retargeting and personalized content to stay relevant throughout the customer’s decision-making process.
Use AI to cut media waste and maximize conversions
Retailers often overspend on ads because their marketing isn’t optimized across all touchpoints. AI helps reduce waste and boost efficiency, ensuring every marketing euro drives real impact.
Example: AI-driven ad campaigns that dynamically adjust based on foot traffic data, sending online promotions to areas where in-store visits are high.
The bottom line?
Retail isn’t about who can spend the most—it’s about who can build the most efficient, engaging, and scalable omnichannel strategy.
Case study: Adidas Champs-Élysées – a masterclass in omnichannel retail
At Paris Retail Week, oh yes we were there, we attended Adidas’ keynote and saw firsthand how their flagship store opening on the Champs-Élysées showcased the power of a true omnichannel strategy. It reinforced what we (and many others) been saying all along: retailers who don’t integrate now will fall behind later.
What made Adidas’ approach stand out?
- Physical stores as experience hubs – Not just a retail space, but a fully immersive brand experience.
- Seamless digital integration – Customers used in-store tech to check stock, personalize products, and interact with exclusive content.
- Drive-to-store and drive-to-web tactics – Digital campaigns encouraged foot traffic, while in-store QR codes pushed engagement back to e-commerce.
- AI-powered personalization – Data-driven insights ensured every customer interaction—whether online or offline—felt personalized and relevant. Want this solution – we got you!
The result? A customer journey that doesn’t just win short-term—it builds long-term brand loyalty and revenue.
Final thoughts: win the race, not just the sprint
Yes, you could compete for (not win) the sprint. But would you survive the marathon? Some retailers might make it to the top ten in short-term sales with huge media budgets and killer performance marketing strategies. But even then—it doesn’t last.
Without an integrated approach, media budgets will burn out, performance marketing will hit a ceiling, and customer loyalty will erode over time.
What do you think? Ready to start connecting your online and offline worlds?
