How Large Merchants Make Omnichannel Shopping Seamless | PYMNTS.com

Large merchants are pursuing seamless omnichannel experiences as customers demand consistency across online stores, mobile apps, and brick-and-mortar locations. In a PYMNTS conversation, Erica Savka of Bank of America emphasized that the consumer journey must be uninterrupted, and that the most successful retailers operate with a unified omnichannel presence rather than disconnected multichannel silos. She cites Home Depot as an example of cross-channel shopping, noting that consumers may buy heavy items online and pick up or browse locally for smaller goods. Data-driven personalization, payment synchronization, and contextual commerce are essential enablers of this strategy.

While many retailers shrink physical footprints, the need for synchronized payment methods across channels remains critical to prevent customer loss to rivals with upgraded systems. Larger merchants face challenges with high levels of personalization due to data movement between channels, but those who succeed can deliver targeted offers across channels. New channels like social commerce and livestreaming, when integrated with stores, can transform the shopping experience and extend loyalty. Savka notes that data-driven approaches are driving the omnichannel premise, enabling retailers to tailor offers and optimize the customer journey.