Omnichannel retail has come a long way from its origins as a buzzworthy trend. Today, it’s a standard practice for retailers seeking to deliver seamless, customer-centric experiences across every touchpoint — but the challenge is evolving those experiences to meet the ever-rising expectations.
In Smart Merchandiser’s latest webinar, Brian Fortier, Director of Retail Technology Solutions at Vuori, dove into how retailers can bridge the gap between strategy and execution to maximize profit margins.
From integrating advanced retail tech solutions to leveraging new online sales tactics, Brian and Teresa, CEO of Smart Merchandiser, shared insights for staying ahead in an era where convenience and personalization are key differentiators.
The webinar unpacked some of the most pressing questions in digital merchandising:
- What does the next phase of omnichannel look like, and how can companies prepare for it?
- How can the new technologies be best utilized to drive more revenue across digital channels?
- What’s the role of customer-centric strategies in attracting new customers now and in the future?
The discussion also revolved around common pain points — such as friction in digital retail channels and the lack of visibility into retail tech solutions — while offering practical tips and real-life examples to help attract more customers.
Curious to learn more? Read on for key takeaways, or watch the full recording here.
From reactive to proactive: The new omnichannel approach
Omnichannel retail has evolved from being a reactive strategy to a proactive one. Near the beginning of the webinar, Brian highlighted this shift, explaining how retailers are now using customer data across channels to anticipate customer needs and create seamless shopping experiences.
“It used to be very reactive — save the sale, find more information about the customer,” Brian explained. “Now, it’s shifted to being way more proactive. Retailers are asking, ‘What do we know about our customers?’, and using that data across social, eCommerce, and brick-and-mortar platforms.”
A standout example Brian shared is the emerging “shared cart” trend. Customers might add a product to their cart on a social platform and later see that item recognized in-store or on a retailer’s website. This level of integration ensures the customer journey is cohesive, regardless of the channel.
Why retail tech is a strategic game-changer, not just a tool
While technology is vital for achieving omnichannel success, Brian and Teresa stressed that it’s not just about having the right tools — it’s about the strategy behind them.
Platforms like Salesforce Commerce Cloud and Shopify are breaking down silos, enabling seamless integration across systems, but the strategic value comes from how retailers leverage these tools.
“Technologies are making it easier to build business cases and get leadership buy-in. But the real driver is how these systems help meet customer demands,” Brian noted.
He also pointed out how the pandemic accelerated innovation, with solutions like curbside pickup and locker boxes becoming standard offerings. These aren’t just add-ons — they’re now the “cost of admission” for retailers aiming to stay competitive.
Customer-centric strategies: “Endless aisle” redefined
One of the webinar’s takeaways was the importance of keeping the customer at the center of every strategy. Brian revisited the concept of the “endless aisle,” a tactic from the early 2000s, and explained how it has evolved.
“Today, ‘endless aisle’ is much more than ‘save the sale’. It’s about extending your assortment and ensuring customers have access to the products they want, no matter where they’re shopping.”
This approach is especially relevant as store formats shift from large malls to smaller, more localized retail spaces. The goal is to deliver a consistent and tailored experience whether the customer is in a flagship store in the heart of NYC or in a smaller store in the Midwest.
Leveraging social commerce and community engagement
Social commerce is one of the biggest opportunities in retail today. The discussion explored how brands can create cross-channel shopping experiences, like allowing customers to add items to their cart on Instagram and complete the purchase on the retailer’s website.
Brian and Teresa agreed that “it’s all about knowing the customers.” The best brands are removing barriers and making it easier for customers to engage, whether through social channels or community events.
Brian also highlighted the value of community outreach, such as hosting in-store events or special gatherings for loyal customers. These initiatives not only drive sales but also foster a sense of belonging and deepen brand loyalty.
The role of AI in personalization and storytelling
Personalization and storytelling can be critical for eCommerce success, and tools like Smart Merchandiser are making it easier to deliver on both fronts.
Brian and Teresa talked about how AI-driven features like product sequencing and attribute-based recommendations help retailers upsell and cross-sell effectively.
“If a customer buys shorts, the system can suggest socks or shoes that complement the purchase. It’s about increasing basket size and creating a more personalized shopping experience,” Brian said.
Smart Merchandiser’s capabilities extend to solving inventory challenges as well. For example, when a product is out of stock, the tool can suggest similar items, allowing merchandisers to maintain a seamless customer experience while keeping control over the final selection.
Quick wins: The power of A/B testing and search optimization
One of Brian’s key pieces of advice was to take chances and embrace A/B testing. Comparing different strategies and tactics allows retailers to make lasting, data-driven improvements.
“You may have a hundred tests that fail, but what you learn from those experiences will help you build a better and more successful eCommerce site,” Brian emphasized.
Search optimization was another focus of the discussion, with Brian highlighting the importance of delivering relevant results even when customers don’t use precise terms. AI-powered search capabilities can interpret intent and present results tailored to the shopper’s preferences, turning the “no results found” page into conversion opportunities.
In the end (as always), customers come first
As the webinar was nearing its end, Brian issued a reminder that success in omnichannel retail comes down to one simple principle: putting the customer first.
“Know how, when, and where your customers want to shop, and break down the barriers that prevent them from doing so,” Brian said.
Want to watch the entire session? Find the full webinar recording here.
For more insights on evolving your omnichannel approach, check out the latest visual merchandising tips and trends, digital strategies, and success stories.
And if you want to see why leading brands such as The North Face, Timberland, and Vans turn to Smart Merchandiser to boost profits — request a demo today.
