Case Study: Strengthening Omni-Channel Collaboration for a Large Retail Chain

Problem: A large retail chain faced a challenge in communicating the growth across multiple channels and highlighting the importance of omni-channel personalization to its internal leadership and teams. The need to streamline KPIs across these channels was urgent, especially in the face of the organization’s need to clean up customer data and map it to a single customer ID across different segments. This would enable deeper insights, better decision-making, and improved customer experiences.

Solution: To address this challenge, we developed a strategic storytelling deck that aligned the organization's goals, vision, top priorities, and customer initiatives. The deck centered on a deep dive into the omni-channel customer journey for the company’s top avatars—core customer segments—providing a clear narrative that connected all customer touchpoints across various platforms.

We worked with leadership to define key omni-channel KPIs focused on:

• Customer Insights

• Customer Engagement

• Customer Satisfaction

• Retention

• Purchases

In the presentation, we highlighted the avatars’ goals, motivations, challenges, and shopping behaviors, ensuring leadership understood how each customer touchpoint—app, website, loyalty program, and in-store experience—aligned with customer needs and captured critical data. The deck provided clarity on how these touchpoints could drive seamless customer journeys while delivering actionable insights.

Finally, we concluded the presentation with a detailed roadmap and execution plan for each group within the organization, ensuring they were aligned on driving the key KPIs.

Results:

• Improved Collaboration Across Teams: The storytelling deck provided a clear, unified view of the omni-channel strategy, fostering greater cross-department collaboration. Marketing, tech, and customer service teams were better equipped to work together on shared objectives.

• Streamlined KPIs Across Channels: The alignment of KPIs across customer engagement, satisfaction, and purchases helped the organization measure the impact of omni-channel efforts more effectively, creating a more cohesive and data-driven approach.

• Enhanced Data Mapping: By focusing on a single customer ID across segments, the company improved its data management, ensuring accurate tracking of customer interactions across touchpoints. This streamlined customer insights and allowed for more personalized marketing efforts.

• Increased Customer Retention & Purchases: The clear connection between customer behaviors and omni-channel features helped the company better serve their customers, resulting in improved customer retention and increased purchasing rates.

The initiative proved vital in aligning the leadership team and cross-functional groups around shared omni-channel goals, driving.