Keeping customers engaged from store to screen

Despite the growth of e-commerce, recent forecasts show that physical purchases will make up about 80% of global retail sales in 2025. And Gen Z consumers are not only experiencing a growing appreciation for in-store shopping, but the famously phone call-averse cohort even prefer calling contact centres for their customer service needs, rather than interfacing with online chats or email.

So, brands are facing the unexpected challenge of optimising online experiences while still prioritising traditional forms of customer service. As Kristina Rogers, EY Global Consumer Leader, says, “Technology is not the enemy of human interaction; rather it can be a powerful ally, and consumer companies that use it to support a human-centered experience are more likely to succeed.”

Connecting physical and digital customer experiences

In 2025, consumers expect both digital immediacy and human authenticity from their customer experiences. They are looking for brands that give them a consistent, personalised journey from store to screen—executed flawlessly across physical locations, mobile apps, e-commerce websites, and social media.

Global fashion company Hennes & Mauritz Group (H&M) is one of the many high-profile brands currently working to merge their digital and physical customer experience (CX). And in late 2024, the venture capital division of H&M made a $6.78 million investment in Voyado, a retail technology company that specialises in improving e-commerce operations, creating bespoke customer experiences, and harmonising communications across channels.

This idea of connecting brand communications across all channels is typically known as omnichannel customer experience, and it’s key to bridging the gap between physical and digital customer experiences.

The omnichannel approach: A consistent, unified journey

An omnichannel customer experience (CX) looks at the bigger picture, considering how customers interact with a brand across all touchpoints and ensuring that when customers move from one touchpoint to another, they will have a seamless, consistent experience. This holistic strategy streamlines overall operations, helps to create a strong brand identity, and improves customer satisfaction by offering convenience and personalisation.

Millennials (the generation with major spending power) and the up-and-coming Gen Z are the pioneers of the omnichannel customer journey, naturally combining in-store experiences with online marketplaces and even AI technology. They expect their shopping experience to be smooth and digitally enhanced, whether they’re in-store or online. Gen Z shoppers prioritise mobile payments, value self-checkout options, and appreciate being able to use a brand’s app to streamline their in-store experience.

According to PwC, “The store of the future, a frictionless, tech-enabled hub, will be more than just a place to buy things. It’s becoming an intelligent space for connected exploration of brands.”

Real-time feedback and proactive customer engagement

When brands follow an omnichannel approach, they can gather useful insights into their customers’ behaviour. Rather than relying on in-person observation or surveys, businesses can access information that covers customer purchasing and communication preferences and use these details to tailor their marketing and product offerings.

However, as Kristina Rogers says, “Companies must not only leverage data and analytics to gain consumer insights and anticipate future needs, but also to uncover points of friction and customer dissatisfaction that need to be addressed.”

Conversations that impact customer decisions often happen outside of a business’s physical channels, typically on chat or social media. The advantage of an omnichannel approach is that these questions can still be directed to the right customer service representatives in real time and addressed promptly.

Addressing concerns and queries as they occur produces significantly better outcomes for customer confidence and word-of-mouth marketing than viewing feedback as a post-purchase touchpoint. If uncertainties or negative experiences can be solved quickly, efficiently, and empathetically, customers who are potential detractors can instead become long-term advocates.

Human touchpoints build online trust

Customers want to feel valued and appreciated, and digital customer service channels alone can’t always provide this. In fact, a Zendesk 2025 CX survey found that 70% of customers can identify a significant difference between limited chatbots and more holistic, human-focused communications tools.

AI chatbots can struggle to handle the diversity of real consumer scenarios, especially when they’re asked subjective or contextual questions—and these limitations can easily erode trust. So, it makes sense that customers are more likely to seek a real person’s advice before making significant purchases.

Speaking to someone in-person or knowing there is a real person on the other end of the phone call provides reassurance around the accuracy of the answers they receive and the safety of their personal information. This kind of experience is so highly valued that customers report being willing to wait on hold for 13 minutes just to be transferred to a human representative.

Even with the right technology or processes in place, unexpected issues—such as logistical delays or sudden surges in demand—can still arise. In these moments, customers seek reassurance from someone, and typically someone in a contact centre, who can provide clarity, resolve immediate concerns, and reinforce their trust in the brand.

Customer experiences elevated by digital innovation and human understanding

Technology allows customers to interact with brands anywhere, at any time, but the quality of those communications is highly dependent on whether they are part of a seamless, consistent conversation across multiple channels. An omnichannel contact centre bridges the gap between physical and digital customer experiences, helping brands to stay meaningfully connected with their customers beyond the physical touchpoints.

And as digital business transformation expert Kamales Lardi says, “Combining the efficiency of emerging technologies with the empathy and understanding of human representatives can create a powerful customer experience.”

Omnichannel contact centres are growing in prevalence and popularity amongst brands, with customers favouring those who can deliver both consistency and authenticity. For more industry insights and details about our expert contact centre services, have a chat with our team.