Omnichannel Performance Measurement: The New Strategic Frontline for Retailers
Amsterdam, vrijdag, 4 juli 2025.
In the complex modern retail landscape, traditional measurement methods are being fundamentally reinvented. Retailers are discovering that customer behaviour can no longer be captured through isolated channel measurements. Notably, omnichannel shoppers spend an average of 30% more and have a 30% higher lifetime value. New measurement strategies integrate advanced technologies like AI, Customer Data Platforms, and sophisticated attribution models to gain layered insights into actual performance. The central challenge is connecting online and offline touchpoints, weighing aspects such as assisted sales, digital footprint, and customer engagement in performance analyses.
The Evolution of Omnichannel Performance Measurement
The modern retail world is undergoing a fundamental transformation in how performance is measured. Omnichannel shoppers exhibit significantly different purchasing behaviour, with 30 percent higher spending and a 30 percent higher lifetime value [1]. Retailers must drastically revise their measurement methods to understand these complex purchasing patterns.
Technological Innovations in Performance Measurement
Advanced technologies play a crucial role in the new performance measurement. AI solutions are becoming increasingly important, with 60 percent of retailers planning to integrate AI into their omnichannel strategies [1]. Customer Data Platforms (CDPs) enable the unification of customer data from different sources, creating a more detailed insight into customer behaviour [2].
Challenges in Data Collection
The challenges are significant. Research shows that organisations currently analyse less than 0.5 percent of the collected data [3]. Moreover, 79 percent of consumers use mobile devices to compare prices in-store, further increasing the complexity of performance measurement [1].
New Measurement Methods
Modern retail companies are developing advanced attribution models that integrate different sales channels. Key performance indicators now include assisted sales figures, customer engagement, cross-channel influence, and customer lifetime value [1]. Companies with strong omnichannel engagement manage to retain 90 percent more customers than single-channel stores [1].