Retailers spend billions on digital ads, yet many still can’t tell if those ads drive in-store sales. With siloed systems and scattered data, most miss the chance to improve how they spend. Only 32% have unified online and offline data—and fewer than 3% actually use it to adjust their marketing.

In this article, we’ll explore practical ways to connect your online and offline data—like linking digital ads to in-store purchases—which is a unified commerce approach.

These strategies move you closer to true omnichannel marketing, a goal many retailers are working toward to stay competitive. You’ll be able to see what’s really driving results and make smarter decisions about your marketing spend.

Why does offline-to-online attribution matter?

Marketing attribution shows you which channels, ads, or promotions lead people to buy. Online stores use it to track clicks and sales, but brick-and-mortar locations often have no clear view of who’s coming in after seeing an ad.

If someone sees your Facebook ad on Monday, visits your site on Tuesday, then shops in your physical store on Friday, how can you tell which action sealed the deal?

Without offline-to-online attribution, brands:

• Waste money on channels that don’t really drive sales
• Miss out on boosting the ones that do work
• Lose track of how online campaigns lead to in-store visits
• Struggle to grow a data-driven culture that focuses on real results.

Let’s explore a few practical strategies that can help you bridge the gap between online engagement and in-store sales.

Also read:
How to Avoid Internal Sales Cannibalization Between Online & Offline

Step 1: Use in-store tracking technology

Goal: Connect your digital ads to in-store behavior so you can tie each sale back to real shoppers.

To do this, you need stronger in-store tracking tech for effective data collection. These tools measure foot traffic, dwell time, and other product interactions. They also power retail AI and machine learning insights. Here are a few popular options:

Beacons

Beacons are small Bluetooth devices placed around your store. When a shopper with your store’s app and Bluetooth enabled walks nearby, the beacon sends a signal to their phone.

Pros: Cheap, easy to set up, and good for sending location-based offers, tracking  movement, and understanding which areas of the store get the most attention.

Cons: Only works if shoppers have your app and keep Bluetooth on.

Ultra-wideband (UWB)

UWB uses radio signals and special sensors to track the exact location of tagged items or devices down to the centimeter.

Pros: Offers extremely precise tracking, useful for understanding where shoppers go and which areas and items get the most attention.

Cons: Expensive to install and maintain, better suited for larger stores and operations.

Computer vision & Wi-Fi analytics

Computer vision uses AI-powered cameras to track things like age group, gender, and where shoppers spend time. Wi-Fi analytics detect smartphones searching for a Wi-Fi signal to estimate traffic and dwell time.

Pros: Doesn’t require a mobile app and gives broad insights about in-store traffic and behavior.

Cons: Raises privacy concerns and requires more advanced data processing to analyze video and Wi-Fi data into useful shopper insights.

RFID & IoT sensors

RFID tags are placed on products or shopping carts. Sensors pick up signals from the tags to track where items go and how shoppers interact with them.

Pros: Helps with inventory tracking, product engagement insights, and speeds up checkout by detecting items without manual scanning.

Cons: Can be pricey to tag everything and train staff.

NFC (Near-Field Communication)

NFC lets shoppers tap their smartphones or cards at specific points—usually contactless payment stations or promotional displays.

Pros: Enables fast, contactless payments and can trigger targeted offers when a tap occurs.

Cons: Limited range and not suitable for tracking movement throughout the store.

How to choose?

You don’t need all of these tech solutions. Start by thinking about your store layout, your customers’ behavior, and what data you actually need.

A mix of low-cost options like Wi-Fi analytics and beacons may be enough for many retailers. If your store has complex layouts, or you want deeper behavior insights, consider layering in computer vision or RFID. Remember that the goal here is to get the right level of insight to connect your digital ads to in-store actions and see what’s really driving results.

Step 2: Incentivize mobile app use in store

Goal: Collect deeper data and keep a steady online-to-offline link for every shopper.

A mobile app is a powerful tool when people use it while they shop in-store. It can track each customer’s actions in real time, send personalized alerts, and tie purchases to loyalty programs.

But how do you get shoppers to open your app? Try these ideas:

• Offer exclusive app-only discounts or coupons that pop up when customers walk in or scan certain products
• Let them earn extra loyalty points by scanning items in the app—then redeem for rewards
• Virtual shopping lists make it easy for customers to plan their shopping online and check off items as they shop in-store
• Turn shopping into a game, like “Scan 5 new arrivals and win a mystery prize.”

When you incentivize regular mobile app usage in-store, you build a solid connection between each in-store purchase and online behavior (like browsing or clicking ads), besides enhancing customer loyalty.

That link is key for implementing multi-touch attribution and seeing how every touchpoint leads to a sale.

Also read:
Growing Online Sales for Brick-and-Mortar Stores

Step 3: Build a unified data foundation

Goal: Bring together all your POS, eCommerce, and mobile app data in one place.

Once you capture data in-store, you have to blend it with online data streams. Different formats and older systems can cause big headaches, so investing in a solid retail data foundation is key for making informed business decisions.

Data foundation software to consider

Here are a few software options you might consider for building a solid data foundation:

• Microsoft Fabric combines multiple data sources and uses AI-driven insights for retail marketing as your data scales
• Snowflake offers a cloud data warehouse that integrates many different types of data
• Databricks focuses on data engineering, machine learning tasks, and analytics
• Google BigQuery works seamlessly with Google Analytics for easier reporting.

Setting up a unified data foundation isn’t easy, especially with siloed systems and messy formats. Our Microsoft Fabric services help retailers handle the setup, connect systems, and clean up their data.

No matter which platform you use, the goal is clear: consistent, complete, and accurate data. With the right setup, you can run advanced attribution models and see every touchpoint—from first click to in-store purchase—all in one place.

Step 4: Make online to offline attribution work

Goal: Trace every step from online engagement to in-store conversion so you know which marketing channels truly drive revenue.

Many retailers still use last-click or first-click attribution. That can lead you to undervalue channels that influence a shopper days or weeks before they buy.

To get accurate, offline-to-online attribution, you need three things working together: a unified data foundation, multi-touch attribution models, and a Customer Data Platform (CDP). Each plays a role, but it’s the combination that gives you a clear, complete view of your customer journey.

Unified data foundation

Examples: Microsoft Fabric, Snowflake, Databricks, Google BigQuery

These platforms combine data from your stores, website, and marketing channels like ad clicks and email opens. With everything in one place, you can follow the full customer journey and use that information to make better decisions.

Multi-touch attribution tools

Examples: Rockerbox, Northbeam, Google Analytics (Advanced Features)

These tools show how each part of a customer’s journey contributes to a sale, whether it starts with an ad, an email, or a store visit. This helps you see which channels are actually working and where to adjust your spending.

Customer Data Platforms (CDPs)

Examples: Segment, Bloomreach, Adobe Real-Time CDP

CDPs collect data from every channel and create a single customer profile. This helps you understand how people interact with your brand and send them more relevant messages, both online and in-store.

Bringing it all together

When these parts work together, you see exactly how each Instagram ad or store visit adds to your bottom line. In other words, you’ll know what is helping you make money and what is not, making it easier to allocate budget where it truly matters.

Watch the webinar recording above to learn more about strategies brick-and-mortar retailers should use to grow offline and online sales.

Overcoming common hurdles

Even with a smart plan to unify your offline and online marketing, you might still face a few stumbling blocks. Here are the most common concerns and how to address them.

Privacy and compliance

Laws like GDPR in Europe and CCPA in California strictly protect customer data. Always get consent and be transparent about how you collect and use information. To reduce risks while still gaining insights, consider anonymizing or aggregating your data.

Legacy systems and siloed data

Many retailers depend on older POS or inventory systems that aren’t built for modern analytics. Start by linking these legacy systems through APIs or small custom integrations, then gradually develop a unified data foundation across your entire operation. Taking it slow helps you keep things running smoothly while you adapt to a new solution.

Internal alignment

Getting marketing, IT, and store operations on the same page can be a challenge. Create a cross-functional data steering committee to set shared goals, exchange ideas, and maintain momentum. When everyone has a voice, your offline-to-online transformation will stay on track and deliver results.

Why this investment pays off and where’s the ROI

We understand—you’re investing time and money in a new approach, but you want to see real benefits and clear ROI. Here are four reasons why this strategy pays off:

• You avoid wasting money on channels that look good in last-click reports but don’t actually drive conversions
• A unified data foundation lets you show more personalized product ideas, share local store inventory, and offer tailored deals, making your marketing campaigns more effective
• Better attribution keeps loyal shoppers coming back for more, instead of forcing you to chase new customers constantly
• A robust retail data foundation helps you expand into new channels (e.g. emerging social platforms or loyalty programs) without losing track of your data.

Conclusion and next steps

Optimizing marketing spend across offline and online takes real effort, but it pays off. By using in-store tracking, encouraging mobile app usage, bringing all your data together, and using the right attribution tools, you’ll finally link that digital ad view to a physical store purchase—and know which channels work best.

If you want to see real improvements in your marketing ROI, here are the next steps you can take:

• Select one store to test technology like beacons or UWB and measure the insights
• Create a promotion that encourages in-store shoppers to download and use your mobile app
• Begin a small trial on a data platform like Microsoft Fabric to show how offline-to-online attribution can improve
• Set up multi-touch attribution tools and CDPs, then refine them continuously for better accuracy.

In a time when every marketing dollar matters, bridging offline and online is the key to staying ahead, delighting shoppers, and powering real growth. Start now, and you’ll soon see how richer data leads to smarter strategies—and better profits.

What if you stopped guessing and started spending smarter? scandiweb has guided 600+ retailers toward better attribution and stronger results. Reach out to us and let’s talk strategy! Reach out to us and let’s talk strategy!

The post How to Optimize Your Marketing Budget With Offline to Online Attribution appeared first on scandiweb.

You can’t outprice Shein or Temu, and it’s likely your customers don’t expect you to. What they do expect is a smooth, personal experience, whether they’re shopping online or in store.

For many brick-and-mortar retailers, delivering that kind of consistency is still a challenge. Disconnected systems and siloed data often lead to frustrated customers and missed sales opportunities.

To meet rising expectations, retailers need to bring offline and online data together.

In this article, we’ll explore practical unified commerce strategies that help create a connected, personalized experience across all channels, aiding sales for both online and physical stores.

Understanding the disconnect and why omnichannel personalization matters

Most brick-and-mortar retailers still struggle with omnichannel personalization. In fact, only 35% say they’ve figured it out. That means the majority are still dealing with disconnected systems and data.

Online and in-store teams often use separate tools and run disconnected campaigns, creating data silos. Very often important data like POS transactions and loyalty sign-ups stays offline. Essentially, it’s a lose-lose: customers get mixed messages, and teams end up isolated instead of working together. Besides, without unified data, it’s hard to truly understand how shoppers behave. To stay competitive, brick-and-mortar businesses need to shift to data-driven omnichannel retail.

Also read:
Growing Online Sales for Brick-and-Mortar Stores

Mapping the customer journey across online and offline

Every shopper takes a different path. One might browse on mobile, visit the store, and then buy online. The key is making all those steps feel connected.

Most customer journeys follow four simple stages:

1. Awareness—they learn about your brand through an ad, a post, or a friend
2. Consideration—they compare prices, features, and reviews
3. Purchase—they buy online, in-store, or both
4. Post-purchase—they may return an item, leave a review, or join a loyalty program.

With the right data in place, you can spot patterns in the customer journey. Maybe store buyers often browse online first, or mobile users respond better to time-sensitive offers. These insights give you the power to create truly personalized marketing campaigns and improve overall customer satisfaction.

Meeting customer expectations in the omnichannel era

Customers don’t think in terms of channels. They expect one experience—easy, fast, and personal—wherever they shop. Here’s what they look for:

• Personalized recommendations, offers, and content based on what they like
• Fast checkout, easy returns, flexible payment and shipping options
• Consistent pricing and messaging in every channel
• Excellent support and accurate product info.

To meet these expectations, retailers can use Customer Data Platforms (CDPs) to collect and analyze customer data. CDPs help you understand customer behavior and spot useful patterns all in one place.

When you have a clear picture of your customer preferences, it’s easier to create shopping experiences that feel natural and relevant, fostering long-term relationships with loyal customers.

Collecting and sharing customer data across channels

To deliver real omnichannel personalization, you need a clear picture of each customer. That’s where valuable customer data comes in, collected and connected across all touchpoints.

Building a single customer view with CDPs

A CDP pulls in information from your POS system, website, mobile apps, chat tools, and even social media. This gives you a complete view of each shopper’s behavior, both online and offline.

With this unified view, you can stop guessing and start making decisions based on real behavior. It becomes so much easier to personalize messages, recommend the right products at the right time, and simply improve how you serve each customer.

Listen, understand, act framework

Once your data is connected, it’s time to put it to work:

• Listen to what shoppers browse, buy, or abandon in online and physical stores
• Understand their behavior by grouping them into segments based on preferences
• Act by using those insights to send targeted emails, show more relevant ads, or offer helpful recommendations in store.

Uniting your teams for omnichannel success

One major barrier to effective omnichannel personalization is teams working separately across multiple channels. When your brick-and-mortar and eCommerce teams chase different goals, it creates confusion for both staff and customers.

Fostering collaboration across online and offline teams

To build a truly unified experience, teams need to be aligned around shared goals and recognized for their joint efforts. Here’s how to encourage collaboration across channels:

• Set KPIs that measure overall performance, including both online and in-store results like total revenue and customer lifetime value
• Give store staff credit for assisting with online orders to reflect their role in cross-channel sales
• Acknowledge digital teams when their campaigns drive traffic or purchases in physical stores
• Keep pricing and promotions consistent across all channels
• Create incentive programs that reward team collaboration.

Building the right mindset and culture

Aligning goals is a great first step, but lasting collaboration happens through daily actions and team culture. To truly support your omnichannel strategy, consider this:

• Train store staff to use digital tools and collect valuable customer data during in-store interactions
• Encourage cross-team communication through regular check-ins and shared dashboards
• Educate teams on the benefits of omnichannel approach and foster a mindset to see the customer journey as shared, not split by channels.

Ultimately, it’s about getting everyone aligned around one common objective: driving results through providing an excellent customer experience at every touchpoint.

Also read:
How to Avoid Internal Sales Cannibalization Between Online & Offline

Using offline insights to power both in-store and online success

Your brick-and-mortar stores already collect useful data, like POS transactions and foot traffic patterns. This information is valuable for creating effective online campaigns and strengthening customer loyalty.

Refining online tactics with in-store insights

To make your online efforts align with what’s happening in-store, use these strategies that apply offline data to digital marketing:

• Connect in-store purchases to relevant items online, offering targeted suggestions by email or on your website
• Use foot traffic analysis to reveal which areas and products get the most attention, then match digital campaigns to top performers on the floor
• Keep deals consistent across channels so best-selling items in-store are also highlighted online.

Improving the in-store experience

Even though online shopping is growing, many people still like the hands-on feel of visiting a store. By using data analysis and customer feedback, you can give shoppers a more personal visit that ties in with your digital channels:

• Show personalized offers based on past shopping behavior
• Use digital signage to display real-time promos or product details
• Encourage shoppers to use your app with location-based perks or deals
• Train staff to make smarter suggestions based on customer insights.

A well-planned in-store experience raises sales, keeps shoppers happy, and brings them back for more.

The payoff: hyper-personalized experiences

Getting to true omnichannel personalization isn’t easy. It takes time to align your teams, connect your systems, and use data the right way. But the payoff is big.

When your data is unified and your teams work together, you can give each customer a smoother, more personal experience across channels.

Here’s one example:

A customer buys jeans in your store. A few days later, they get an email with matching tops in their size and style. They click through, buy online, and use a coupon that also works in store.

This kind of experience feels natural to the customer and leads to more sales, but it only works when your systems and teams are in sync. That’s the power of unified commerce, and it’s worth the effort.

Watch the webinar recording above to learn all about the strategies for growing online sales for brick-and-mortar stores.

Measuring success and maintaining momentum

Once your omnichannel personalization efforts are in place, it’s important to track what’s working in customer interactions and keep improving.

Key performance indicators (KPIs) to watch for

Start by tracking numbers that link offline and online performance:

• Total revenue (in-store + eCommerce)
• Customer retention rate (CRR)—how often people come back
• Conversion rates in your store, app, and website
• Customer lifetime value (CLV)—how much a shopper is worth over time.

Check these key metrics regularly to see how changes in your strategy are paying off. Even small wins can lead to big results over time.

Keep testing and improving

Personalization isn’t something you do once and forget. Customer habits change, and so should your approach.

Make it a habit to review data often and look for patterns. Then run A/B tests to learn what works best. Try different in-store displays or promotions. Test email subject lines or website layouts. Whether it’s offline or online, every small test brings you closer to the right message at the right time.

Overcoming common roadblocks

Even with the right plan, omnichannel personalization comes with a few bumps, especially when integrating all customer engagement channels, including the physical store.

Privacy and compliance

Shoppers want personal experiences, but they also want their data protected. Following GDPR and CCPA is a must for customer trust. Offer clear opt-in options for loyalty programs and be upfront about how you use personal info. Respecting data matters as much as good service.

Technology overload

More tools don’t always mean better results. Focus on solutions that handle data integration and give a full view of each customer. Before rolling them out everywhere, run a proof of concept in one store or channel. This keeps your technology adoption on track and saves you from guesswork.

Conclusion and next steps

Bringing omnichannel personalization to life in a brick-and-mortar retail environment isn’t quick. But as you’ve seen, the payoff is promising: better customer experiences, increased customer engagement and loyalty, and measurable growth across all channels.

If you’re ready to take the next step toward personalization in omnichannel retail, here’s what to focus on next:

1. Audit your current tools and data systems to find gaps between online and offline operations
2. Evaluate CDP options that can centralize data from all touchpoints and help create a single customer view
3. Align KPIs across teams so everyone is working toward shared outcomes like total revenue or customer lifetime value
4. Educate your teams on the value of omnichannel thinking and how it improves both service and results
5. Start small by piloting one or two unified commerce initiatives, like connected loyalty programs or shared promotions, before scaling.

Delivering truly personalized experiences across channels starts with clear goals, connected data, and teams working as one. It takes time and effort, but the long-term payoff makes it well worth it.

Curious about making omnichannel personalization work for your business? scandiweb helps brick-and-mortar retailers connect online and offline data and build a strategy that improves both customer experience and sales. Get in touch with us for a custom roadmap.

The post How to Unify Offline and Online Data for Omnichannel Retail Personalization appeared first on scandiweb.

Retailers know omnichannel is the way forward, but many still have their online and offline teams in an internal tug-of-war. Store managers worry that eCommerce is stealing foot traffic, while eCommerce teams feel blocked by outdated systems, leading to much slower growth and a customer experience that feels anything but seamless.

This challenge came up again and again during our executive dinners with eCommerce leaders across London, New York, Sydney, and beyond. Over the course of 20 sessions, a pattern stood out that even retailers with the right tools often struggle to get their teams aligned. 

In this article, we’ll break down the causes of internal sales cannibalization, why it’s still so common in 2025, and how to fix it.

The problem

Sales cannibalization usually starts with good intentions: teams trying to hit their targets. However, when online and offline are measured separately, every eCommerce win feels like a loss for the store—and vice versa.

Around 75% of retailers say their online sales cut into store revenue. In practice, this only happens when the strategy is off. 

We’ve seen it play out in different ways:

• Store managers discourage in-store customers from using digital tools or online offers
• Online teams launch campaigns that drive foot traffic but get no credit for it
• Customers notice price differences and start shopping based on what’s cheapest, not what’s most convenient
• Meetings turn into debates about attribution instead of progress.

The business is set up to compete with itself. And when teams aren’t aligned on incentives or data, the customer ends up with an experience that feels disconnected and frustrating.

The good news is that internal misalignment can be solved. Next, we’ll walk through the key problem areas, and the practical steps retailers are taking to get their online and offline channels working together.

Also read:
Growing Online Sales for Brick-and-Mortar Stores

Solutions for internal sales cannibalization

Solving internal sales cannibalization starts with identifying where friction exists between your teams, tools, and incentives. Below are six proven strategies retailers are using to align online and offline channels. 

Solution 1: Fix pricing

When customers compare prices across channels and see a mismatch, they start to question the entire brand. Is the online price wrong? Are they being overcharged in store? Should they wait for a better deal? This hesitation reduces trust, and it’s tough to win back.

Channel-specific pricing is one of the fastest ways to create internal tension:

Store managers feel undercut by online promos they can’t match → eCommerce teams struggle to maintain margins if they’re constantly price-matching physical stores → meanwhile, the customer gets stuck in the middle.

Unify your pricing strategy to avoid this!

Here’s what to do

• Audit current price inconsistencies to identify where differences exist across SKUs and campaigns
• Standardize pricing rules across all channels and eliminate exceptions unless there’s a strategic reason (e.g., app-only loyalty perks)
• Align promotions—run the same offer online and in store, or clearly communicate why something is exclusive
• Make sure in-store teams know what’s running online and are prepared to support it.

Customers shouldn’t have to think twice about where to shop. When pricing is aligned, their decision becomes easier, and they’re more likely to convert.

Solution 2: Set shared goals

Online and offline teams often chase different KPIs. Store managers focus on foot traffic and in-store sales. eCommerce teams look at clicks, sessions, and digital revenue. 

Neither side is wrong, but in this setup, every “win” for one feels like a loss for the other. A successful online promo is seen as lost revenue in store, or a customer who visits a store and later buys online isn’t attributed to store efforts.

Here’s what to do

• Replace siloed KPIs and instead track total sales, customer lifetime value, and repeat purchase rate, not just online or in-store metrics
• Create shared dashboards where both teams see the same data
• Reward collaboration: give store staff credit for BOPIS orders and online referrals, and recognize eCommerce for campaigns that increase in-store traffic
• Make omnichannel part of performance reviews and incentives.

Solution 3: Show what’s in stock

Almost nothing frustrates a customer more than thinking a product is available only to find out it’s not. Real-time inventory visibility is one of the most practical ways to connect your channels and improve the experience. 

This isn’t just about logistics. When availability is visible and reliable, customers are more likely to buy.

Here’s what to do

• Sync inventory data across online and offline systems so product availability updates in real-time
• Let customers check in-store stock from the website or app before making the trip
• Offer options like buy online, pick up in store (BOPIS) and “buy in store, ship to home” to turn interest into purchases—even when a location doesn’t have the item on hand
• Equip store staff with tools to check stock at other locations and help customers order online on the spot.

Watch the webinar recording where we cover this article’s topic and more ways to grow online sales for brick-and-mortar stores!

Solution 4: Bridge the gap with loyalty

A loyalty program should connect the entire customer experience. But too often, loyalty is split across channels. Customers earn rewards online but can’t redeem them in store or make in-store purchases that never appear in their profile. 

When unified loyalty becomes one of the most effective tools for blending physical and digital, opening the door to better personalization and stronger retention.

Here’s what to do

• Set up a single loyalty account that works online and in store—no separate logins, no duplicate profiles
• Make sure every purchase feeds into the same system, no matter where it happens
• Use that combined data to tailor offers, recommendations, and perks based on real customer activity
• Let in-store shoppers scan a QR code or digital ID to instantly connect the sale to their profile.

Solution 5: Train store staff

Store teams often get left out of digital conversations, even though they interact with customers face to face, answer questions, and handle objections. They can’t support it if they don’t understand how online fits into the bigger picture. That kind of disconnect slows down every omnichannel effort.

Here’s what to do

• Include store staff in omnichannel training and explain how digital tools support their work, not replace it
• Equip teams with in-store tablets, real-time inventory lookups, and access to the entire product catalog
• Make it easy for staff to help customers order online if something isn’t available in store
• Update incentive programs so store employees are rewarded for their total contribution.

Solution 6: Start small, then scale

Trying to fix everything at once usually leads to stalled projects and internal resistance. A pilot program gives you a chance to test ideas and collect real data before committing across the board. It also gives teams space to adapt, ask questions, and see results for themselves.

Here’s what to do

• Choose one region, store cluster, or product category where you can test your new pricing, inventory, loyalty, and training strategy
• Set clear goals for the pilot, like improved conversion rates and customer satisfaction or higher overall revenue
• Monitor results closely and share wins across the company
• Use feedback from the pilot to fine-tune processes before expanding.

Small wins build momentum. Once you prove it works in one part of the business, bringing everyone else on board becomes much easier.

Key takeaways 

Remember—internal sales cannibalization is always a sign that your current strategy isn’t working. Fixing that disconnect means designing an experience where online and offline support each other and drive total revenue forward. Here are the key takeaways:

• Customers expect pricing and promotions to be consistent—so should your teams
• Shared goals reduce internal friction and focus everyone on business-wide growth
• Real-time inventory sync helps customers make confident decisions
• Loyalty programs are more powerful when they connect all shopping behavior
• Store staff play a critical role in omnichannel success.

Need help building the foundation? At scandiweb, we’ve helped leading retailers across an array of industries move past channel friction and build winning strategies. Let’s talk about how to unify your channels and drive measurable results. 

The post How to Avoid Internal Sales Cannibalization Between Online & Offline appeared first on scandiweb.

The online visibility of your products directly affects how much revenue you generate, especially during seasonal peaks. 

Competition for seasonal keywords gets tougher every year, and relying solely on existing rankings or generic SEO tactics usually isn’t enough. A focused SEO approach helps you pinpoint which search terms will attract more visitors when it matters most. Here’s our strategy for one of our clients.

About

We implemented a targeted SEO program for a major premium wine distributor. Recognizing the substantial impact of seasonal searches on their revenue, we worked on increasing visibility during key sales periods in November and December.

The client wanted to capitalize on seasonal opportunities, so we identified valuable gift-related search terms and strategically optimized multiple pages. Additionally, we improved existing pages targeting highly specific seasonal products.

Project goals

• Increase organic visibility and secure top-ranking positions for competitive gift-related keywords
• Improve click-through rates (CTR) and drive substantial traffic growth during peak seasonal demand.

Approach

Gift keywords: new page creation

The client knew from experience that gift-related searches spike during November and December, mainly due to Christmas shopping. They suggested prioritizing gift-related pages to capture this seasonal demand.

Product review

Before planning the content, we reviewed the client’s products to identify their strongest offerings—products that were clearly better or different from competitors. We also picked out items ideal for gift pages. A product review gave us a clear sense of which products to highlight in our SEO strategy.

Keyword research and competitor analysis

We carried out keyword research to get the exact phrases users typed when looking for wine gifts. We grouped these keywords into clusters, including synonyms and related terms, and measured their total search volume to spot the biggest opportunities.

We also analyzed top-ranking competitor pages, checking carefully for weaknesses or gaps. This way, we could see exactly where we had room to create stronger content that outranked existing competitors.

Content planning and page structure

After the research phase, we created a detailed pillar page outline. This outline clearly listed the most important topics and subtopics. We based this directly on product strengths, competitor analysis, and keyword findings.

The outline included:

• Topic hierarchy and the most important topics and subtopics
• Keyword usage recommendations
• Suggested page titles and meta descriptions
• Main headings

Once we delivered the pillar page outline, the client created supporting cluster pages. They linked these cluster pages back to the pillar page strategically, helping users and search engines easily find related content.

Content creation and implementation

The client followed our SEO recommendations to create the new gift pages with the following:

• Clear, structured content matched closely to user search intent
• Strategic internal links helping users and search engines navigate the site easily
• A carefully organized selection of gift products grouped by occasion, recipient, type, and specific features

Advent calendar keywords: quick wins

For advent calendar-related searches, the optimization was straightforward but delivered big results quickly.

We found the client already had a live page for advent calendars, but it wasn’t fully optimized for key search terms. The page had potential but wasn’t visible enough in search results.

Simple metadata updates

We adjusted the page’s meta titles and descriptions to better align with important advent calendar keywords the page aimed to target. The quick metadata changes immediately improved the page’s relevance to search queries.

Results

Our strategic SEO approach delivered major YoY improvements for seasonal keywords, increasing the brand’s visibility, traffic, and revenue.

This product-led approach for gifts secured the #1 position for a highly competitive keyword with 3,000–4,000 average monthly searches, peaking at 20,000–30,000 during the holiday season. Additionally, the page ranked in the top 3 positions for over 75 related keywords, further increasing traffic and revenue. 

Gift-related searches

• +4326.47% clicks
• +676.82% impressions
• 1.7% CTR (0.3% last year)

The quick metadata improvements nearly doubled the clicks and significantly increased impressions. Due to this rapid increase in visibility, the advent calendar sold out faster than in previous years, running out of stock before the end of November.

Advent calendar searches

• +83.12% clicks
• +134.58% impressions

Our takeaway? Strategic SEO can dramatically boost seasonal traffic and sales. Small but targeted changes, like metadata updates, can quickly deliver strong results. For this project, close collaboration between our SEO team and the client made it possible to spot valuable product opportunities and implement effective content optimizations.

Want to capture more traffic with strategic SEO? Reach out to scandiweb—we’ll create a personalized strategy to grow your revenue!

The post Case Study: Product-Focused SEO to Capture Thousands of Seasonal Shoppers appeared first on scandiweb.

A customer browses your online store during their lunch break. They find what they need and select in-store pickup. On their way back from work, they swing by, skip the checkout lines, and grab their purchase—no shipping fees, no waiting days for delivery. 

Today’s customers expect this level of convenience, speed, and flexibility in every shopping experience. Whether they’re ordering groceries for same-day pickup or buying high-demand apparel, customers want the option to buy online and collect their purchases on their terms. Due to this, businesses are increasingly turning to buy online, pick up in-store (BOPIS) as a key fulfillment strategy.

In this article, we’ll explore how BOPIS is shaping the future of retail, from its growing adoption to its impact on consumer behavior. We’ll also dive into the steps and challenges of implementing a successful BOPIS strategy, along with emerging trends that are redefining how businesses approach in-store pickup.

What is buy online pick up in store (BOPIS)?

BOPIS is a retail fulfillment method that allows customers to purchase products online and collect them from a physical store rather than waiting for home delivery.

This approach offers the best of both worlds—the ease of online shopping with the immediacy of in-store pickup. For retailers, BOPIS is a powerful strategy that reduces shipping costs, increases foot traffic, and encourages additional purchases. For customers, it eliminates delivery wait times, saves on shipping fees, and provides greater control over when they receive their orders.

However, implementing in-store pickup comes with a unique set of challenges, like managing real-time inventory updates and ensuring an efficient in-store pickup process. Retailers must be prepared to address these complexities to deliver a smooth and efficient experience for their customers.

Why consumers prefer BOPIS

BOPIS has gained popularity among consumers due to its speed, convenience, cost savings, and even security.

Many shoppers prefer in-store pickup over standard shipping because they can avoid delays and receive their items within hours of placing an order.

Consumers also appreciate the ability to bypass shipping fees. In many cases, retailers offer exclusive discounts or promotions for in-store pickup, further incentivizing shoppers to use the service.

Security and flexibility are additional factors influencing consumer preference. With BOPIS, customers can avoid the risk of lost or stolen packages and choose a pickup time that fits their schedule. 

Recent trends and adoption

BOPIS has rapidly evolved from a convenience-driven feature to a mainstream expectation in modern retail. In recent years, adoption has surged, with over 82% of major retailers now offering in-store pickup. The service has been particularly successful in categories where customers prioritize fast access to products such as apparel, home improvement, electronics, and groceries.

The demand for BOPIS spikes during peak shopping seasons. During the holiday rush, nearly one in five online orders is fulfilled through in-store pickup, with the highest usage occurring in the final days before major holidays.

Building a successful BOPIS strategy

Successfully integrating BOPIS requires aligning digital, operational, and in-store processes to ensure a smooth customer experience. While businesses must take specific actions to optimize BOPIS, each stage comes with challenges that must be addressed.

Managing inventory accuracy

To implement BOPIS effectively, businesses need a real-time inventory tracking system that updates stock levels across online and in-store channels. Customers should only be able to purchase items for pickup if they are actually available at their selected location. Product pages should display stock availability and estimated pickup times to set clear expectations.

When stock updates are delayed or inaccurate, customer dissatisfaction and cancellations occur. This is especially difficult for retailers managing multiple locations or high turnover inventory. To minimize errors, businesses need real-time synchronization, store-level stock verification, and contingency plans—such as offering substitutions or alternative pickup locations if an item becomes unavailable.

Optimizing digital experience

A smooth BOPIS experience begins with clear pickup options integrated into the online shopping journey. The ability to select a pickup location should be visible on product pages, with estimated availability displayed before checkout. The process should be intuitive, with automated notifications confirming orders, providing pickup instructions, and alerting customers when their items are ready. 

Businesses often struggle with customer confusion if pickup options are unclear or notifications are inconsistent. Some shoppers may abandon their orders if they don’t fully understand how or when they can retrieve their purchase. To address this, retailers must ensure consistent messaging across all touchpoints, including the checkout page, email confirmations, and SMS alerts. 

Managing in-store fulfillment effectively

Fulfilling BOPIS orders efficiently requires a structured in-store process. Businesses should designate a pickup area—such as a service counter, shelves, or self-service lockers—to avoid congestion at regular checkout lines. Staff must be trained to process and organize orders quickly, using mobile scanners and tracking systems to ensure accuracy. Allocating extra resources during peak hours prevents backlogs and provides a seamless pickup experience.

However, handling BOPIS fulfillment alongside regular store operations can be challenging. Without proper planning, increased order volume can slow down in-store service, frustrating both pickup customers and in-store shoppers. To mitigate this, businesses must establish order prioritization workflows, train employees to balance in-store and online orders efficiently, and analyze peak-hour demand to adjust staffing accordingly.

Expanding pickup options

Multiple methods like curbside pickup and self-service lockers offer more flexibility and attract a broader range of customers. Allowing shoppers to modify their pickup method post-purchase can further improve their experience, while scheduling pickup slots can help manage store traffic during peak times.

Adding multiple methods, however, introduces operational complexity. Curbside pickup requires real-time coordination between staff and customers, while locker systems demand upfront investment and space allocation. If not appropriately managed, multiple fulfillment methods can lead to bottlenecks and inefficiencies.

How BOPIS works in practice

Retailers across various industries have successfully implemented BOPIS as shopping habits continue to evolve toward customer convenience. The following examples showcase how leading businesses have structured their in-store pickup solutions to meet these changing demands.

Sportland’s approach to in-store pickup

Sportland lets its customers select their pickup store directly on the product page. As customers browse a product, they see an additional call-to-action next to the standard ‘Add to Cart’ option.

Clicking the CTA opens a selection interface where customers can choose their preferred Sportland store for pickup. The interface shows stock availability at different locations, along with store hours and addresses. Sportland ensures customers have all the information they need for a smooth and convenient pickup process.

Learn more about our custom solution that made store pickup possible for Sportland.

Byggmax optimizes BOPIS with automatic store selection

Byggmax online customers can check product availability at their local store and choose in-store pickup during checkout. Real-time inventory updates ensure that stock information is always accurate, setting clear expectations for shoppers.

To enhance the experience for mobile users, Byggmax has optimized the store selection process with a store selector icon in the main navigation. When selected, a pop-up appears with the nearest store pre-filled based on the user’s location while still allowing for manual changes. The pop-up also displays key store details, including operating hours and contact information.

Read more about delivering a unified customer shopping experience for Byggmax.

Real-time availability and flexible pickup options at REI Co-op

Outdoor retailer REI focused on making BOPIS more flexible by giving customers the option to choose between in-store and curbside pickup throughout the shopping journey. REI’s product pages allow shoppers to see real-time stock levels at their selected location, while the checkout process emphasizes expected pickup times to set clear expectations.

REI also lets their customers choose between in-store pickup and delivery directly on the product page, displaying estimated pickup and delivery times. Additionally, customers can update their store selection if an item is unavailable at the store they initially chose.

Target educates customers with a dedicated landing page

Target recognized that some customers were unfamiliar with in-store pickup and created a dedicated landing page explaining how BOPIS works. The page includes a step-by-step guide on selecting pickup at checkout, receiving pickup notifications, and retrieving orders in-store or via curbside pickup.

To encourage additional purchases, Target also integrated personalized product recommendations on the landing page, showing frequently bought items based on the customer’s selected order.

JYSK connects online shopping with in-store convenience

JYSK Canada’s BOPIS implementation offers a shopping process that begins online and leads the customer to their nearest store. Customers are prompted to choose a pickup location through an intuitive store locator that suggests the nearest JYSK store based on their geographic location.

At the store, customers can use the JYSK app to navigate the store layout, locate products, and verify stock availability in real time. If customers choose to shop more during their visit, the app assists in creating a seamless link between online browsing and in-store purchasing, encouraging repeat visits.

Read more about our omnichannel solution for JYSK’s 50+ stores across Canada.

scandiweb’s approach to implementing BOPIS

Implementing in-store pickup is a process uniquely tailored to each individual business based on industry, customer needs, and available resources.

While the BOPIS strategy is tailored to each business, our team follows a proven optimization approach to drive growth. scandiweb’s process includes gathering business requirements, designing UX/UI, conducting user testing, and handling full implementation. 

Step 1: UX wireframes

scandiweb begins with an alignment session with stakeholders to define business requirements, technical constraints, and the desired BOPIS functionality. If any requirements are missing, additional research is conducted to fill the gaps before moving into UX/UI design and development.

Once the requirements are set, we create high-fidelity UX wireframes that outline the structure, layout, content, features, and key functionalities. These wireframes help identify potential usability issues early, with each of them including notes on expected element behavior, planned extensions, and technical challenges.

Step 2: UX/UI designs

We develop the final UI & UX design based on the confirmed wireframes and company brand guidelines. This phase focuses on the visual representation, ensuring a user-friendly and consistent experience across desktop and mobile.

The design phase includes a pattern library of interface elements, finalized layouts, and detailed documentation of intended behavior. Each element is refined to create an intuitive shopping and pickup experience before moving into development.

Step 3: Final design and user testing

We test the BOPIS journey on both desktop and mobile to see how real users interact with the design and identify any issues. This helps catch and fix problems before the final rollout.

The results are compiled into an executive summary with key insights like task success completion rates, user behavior patterns, and design feedback. From there, we make any UX/UI adjustments needed to ensure a smoother and more intuitive experience.

Step 4: Implementation

Once the wireframes are complete, the support team estimates the scope of work needed to implement BOPIS. After getting approval from stakeholders, the development team moves forward with the build. Once the scope of work has been defined, the development team begins the estimation process and proceeds with implementation.

Conclusion

In today’s modern retail environment, your business should look to bridge the gap between online and in-store experiences. BOPIS is no longer just a convenience—it’s an expectation. 

However, making BOPIS work requires more than just offering the service. Retailers need a smooth fulfillment process and customer-friendly experience to deliver on shopping demands. If these elements aren’t properly implemented, BOPIS can quickly become a source of frustration rather than a competitive edge.

Whether you’re implementing BOPIS for the first time or looking to improve an existing system, now is the time to ensure a smooth pickup process for your shoppers. Get BOPIS right today, and your customers will keep choosing your business for years to come.

Looking to increase in-store traffic and customer satisfaction? Schedule a free consultation to explore the necessary steps for seamless BOPIS integration.

The post BOPIS: How it Works and Why You Need It appeared first on scandiweb.