Empowering in-store associates with product experience tools
As Justin Thomas, VP Sales – EMEA North, at Akeneo explains, retailers now have access to all the tools they need to not just bridge, but remove the gap between clicks and bricks for consumers who browse, research, and purchase products through multiple touchpoints.
It is well established that consumers now shop fluidly across touchpoints, browsing online, asking questions in store, and ordering from mobile while expecting the same level of information, service, and confidence at every step. However, recent statistics demonstrate how truly embedded these behaviours have actually become. The figures vary but all agree that most consumers now expect a consistent shopping experience across all touchpoints, as PWC finds. In addition, Harvard Business School found that 7 out of 10 retail shoppers use multiple channels in their shopping journey.
Events characterised by high spend and thoughtful consideration by shoppers amplify this pattern, where deals often begin online and culminate in-store, or the other way around. For retailers, the opportunity is immense, but only if the product experience keeps up with the customer journey.
Unfortunately, too often it doesn’t. One of the biggest points of friction is the information gap between digital channels and the shop floor. When a customer walks into a store asking about a product they saw online, whether it’s available, what it’s made of, how it compares to another, too many associates are left guessing, fumbling through outdated printed catalogues or generic websites that don’t reflect real-time stock or local availability. This disconnect erodes trust, limits upselling opportunities, and undermines the seamless experience customers now expect as standard.
Equip in-store teams with real-time product intelligence
The solution depends on better tools. Specifically, a single, centralized source of truth for all product data such as a product information management (PIM) solution that empowers human expertise with accurate, optimized, and enriched product data. When front-line associates have access to the same source of product information that powers the online experience, complete with specifications, usage guides, availability and rich content such as customer reviews, they’re transformed from transactional staff into trusted advisors.
This is not about overloading employees with data. It’s about surfacing the right product insights, at the right time, on the right device. Imagine a store associate who can instantly pull up a product’s nutritional information for a health-conscious shopper, compare sizes and materials for a customer choosing between two garments, or even suggest accessories based on real-time inventory and complementary purchase data. These capabilities are achievable now through connected, API-driven product experience platforms, and can provide customers with the reliable omnichannel experience they’ve come to expect
Why it matters more than ever
On peak shopping days, this capability becomes a competitive differentiator. Shoppers might browse deals at home, but they still want to touch, try, and ask for advice before they buy. A rich product experience must follow them across channels, with no drop in quality or accuracy, whether they’re holding a phone, standing in front of a shelf, or chatting with a store associate.
Retailers that connect their product information across online and offline touchpoints unlock a unified buying experience that builds confidence and accelerates conversions. Just as importantly, it ensures that customers never have to repeat themselves, second-guess a purchase, or feel unsure about a product they are interested in.
The benefits of centralised product experience management
- Boost in-store associate confidence and effectiveness
Empowered with real-time, accurate product data, sales teams become brand ambassadors, able to recommend alternatives, answer detailed questions, and offer personalised suggestions.
- Enable true omnichannel consistency
With a centralised product experience platform, product descriptions, images, attributes and stock levels stay aligned, whether viewed online, in a catalogue app, or via an associate’s tablet.
- Improve customer satisfaction and loyalty
Customers appreciate and increasingly expect seamless transitions between online research and in-store engagement. When that’s delivered, satisfaction rises and so does retention.
- Unlock upselling and cross-selling opportunities
Rich product data, including customer sentiment and buying patterns, enables in-store staff to upsell more confidently and effectively, contributing directly to revenue growth.
- Enable scalable, global growth
For retailers operating across markets, unified product data simplifies localisation, ensures brand consistency, and accelerates time-to-market for new products or campaigns.
Turning product data into a competitive advantage
A modern PIM and PX solution should centralise product information and then transform it into an engine for growth. And by sharing digital catalogues, store teams can access curated product selections tailored to their location or customer base. AI-driven insights can then enrich content with real-time customer feedback, helping retailers continually improve discoverability, merchandising, and customer engagement.
These systems can be designed to be composable and scalable, and should integrate seamlessly with eCommerce platforms, point of sale systems, mobile apps and CRM tools. That depends on teams across marketing, merchandising and customer service all working from the same, real-time version of the product truth.
Why now?
As retailers look toward a future defined by omnichannel commerce, unified product data has become an absolute necessity. It lays the foundation for smarter automation, more personalised experiences, and more agile operations. Whether you are a global fashion brand, a DIY retailer or a grocery chain, your in-store experience is only as good as the data behind it.
Empowering your store associates with accurate, rich product information turns every interaction into a brand-building moment. Closing the gap between clicks and bricks and ensuring your digital investments pay off in the physical world ultimately means that you’re able to deliver the kind of memorable, frictionless product experiences that drive long-term growth.
