Retailers Adapt to Channel-Agnostic Shoppers with AI and Personalisation

Retailers are facing a new challenge as shoppers move effortlessly between online marketplaces, quick commerce platforms, brand websites, and physical stores. Traditional customer loyalty metrics, which once relied on repeat purchases within a single channel, are becoming outdated. Instead, companies are now focusing on staying relevant across all touchpoints where consumers choose to shop. ## From Discounts to Personalised Experiences Industry leaders are moving away from mass marketing and discount-driven retention strategies. Gopal Asthana, CEO of Tata CLiQ, explains that the modern retail journey is dynamic, with consumers engaging across multiple platforms. "Retention is no longer about driving the next transaction; it’s about creating a consistent and relevant experience throughout the entire customer journey," he says. Tata CLiQ is leveraging AI to deliver cohort-specific communication and personalised recommendations, aiming to enhance the customer experience at every stage. Anuj Sharma, Co-founder of Kapiva, echoes this sentiment, noting that consumers remain loyal to brands but are indifferent to the channels they use. "A customer might discover us on Instagram, validate us on Amazon, buy through quick commerce for speed, and later replenish on our website or offline," Sharma says. Kapiva now tracks customers across all touchpoints to measure lifetime value rather than channel-specific retention. ## Investing in AI and Unified Customer Data The shift is driven by the rising cost of customer acquisition, prompting brands to prioritise long-term relationships over one-time purchases. Shaikha Saarah Fatima, CMO at TrustSignal, highlights that retailers are now competing for attention and relationships rather than transactions. "The focus has shifted from acquiring more customers to staying relevant after the first purchase," she says. Wakefit, a furniture retailer, has redefined retention by expanding customer relationships over time. Ankit Garg, CEO and Co-founder, explains that retention is no longer measured by repeat orders but by staying relevant as customer needs evolve. "The real signal of retention isn’t a second transaction but a customer returning for a different need or recommending us to someone else," Garg says. Plum, a beauty brand, is also adopting a cross-channel approach. Shankar Prasad, Founder and CEO, notes that consumers may discover Plum on one platform and buy on another, with no expectation of channel loyalty. Plum is investing in brand building and an integrated rewards programme to strengthen loyalty across its website and stores. ## Balancing Technology and Trust While AI and omnichannel platforms are crucial, Fatima emphasises that technology alone isn’t enough. Customer data is often scattered across marketplaces, websites, physical stores, CRMs, and loyalty platforms, leading to generic campaigns. "Leaders are building communication ecosystems, not just campaign calendars," she says. The key is balancing trust and technology to ensure every interaction feels relevant, consistent, and human. As shoppers continue to navigate multiple channels, retailers are adapting by prioritising personalisation, unified customer data, and seamless experiences. The goal is no longer to retain customers on a single platform but to remain relevant wherever they choose to shop.