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SAP Emarsys report: 7 Pillars of Omnichannel Personalization

In today's digital-first world, customers expect seamless, personalized experiences across multiple channels. A failure to meet these expectations can result in lost loyalty and revenue. The 7 Pillars of Omnichannel Personalization report outlines essential strategies businesses must implement to maximize engagement, increase conversions, and foster long-term customer relationships.

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SAP

The 7 Pillars of Omnichannel Personalization: Key Takeaways for Customer Engagement Success

In today’s digital-first world, customers expect seamless, personalized experiences across multiple channels. A failure to meet these expectations can result in lost loyalty and revenue. The 7 Pillars of Omnichannel Personalization report outlines essential strategies businesses must implement to maximize engagement, increase conversions, and foster long-term customer relationships.

Download full report here

Here are the key takeaways:

1. Integrate Data at Scale

To deliver truly personalized experiences, businesses must consolidate customer data across all touchpoints. Siloed data limits personalization efforts, making it crucial to unify data sources into a single customer profile.

Actionable Steps:

• Develop a customer journey map to identify data gaps.

• Use a Customer Data Platform (CDP) to centralize customer insights.

• Ensure transparency in data collection to build trust and comply with privacy regulations.

“Understanding customer behavior enables brands to offer superior, uniquely tailored experiences competitors can’t match.” – Linh Calhoun, CMO, Replacements, Ltd.

2. Connect Commerce Experiences

Customers no longer engage with brands through a single channel. They expect a unified shopping experience whether they interact via social media, mobile apps, email, or in-store.

Actionable Steps:

• Enable real-time event triggers for personalized engagements across channels.

• Implement clienteling tools to bridge online and in-store experiences.

• Utilize mobile wallet solutions to enhance convenience and gather valuable data.

“Commerce happens everywhere. The customer journey is not linear—integrating online and offline data is key to success.”

3. Prioritize Customer Loyalty

Loyalty is more than just repeat purchases; it’s about building emotional connections and trust with customers. Traditional loyalty programs alone are not enough—brands need holistic engagement strategies.

Actionable Steps:

• Use AI-driven segmentation to identify and reward loyal customers.

• Offer exclusive perks like early access to products or personalized discounts.

• Implement predictive analytics to re-engage customers before they churn.

“Loyalty is built on trust, love, and devotion to a brand—not just rewards.”

4. Consider Context, Relevance, and Real-Time Engagement

Timing and relevance make or break personalization. A great offer sent at the wrong time loses impact. Customers expect brands to anticipate their needs and engage them at the right moment.

Actionable Steps:

• Use behavioral triggers to send personalized messages in real-time.

• Optimize content based on contextual data (e.g., location, past behavior, device).

• Implement AI-powered recommendations that adapt dynamically.

“A relevant offer at the perfect time can transform a casual shopper into a loyal customer.”

5. Personalize Experiences Across Channels

Consumers see brands as a unified entity, not separate channels. A disjointed experience across touchpoints creates friction and weakens engagement.

Actionable Steps:

• Ensure all marketing channels work in harmony for a consistent brand experience.

• Use customer journey analytics to track interactions across platforms.

• Enable seamless omnichannel transactions, from web to mobile to in-store.

“True omnichannel personalization recognizes customers wherever they are and delivers a consistent, tailored experience.”

6. Scale 1:1 Personalization with AI

AI and machine learning empower businesses to deliver hyper-personalized marketing at scale. AI-driven insights allow brands to predict customer behavior and automate personalized engagements.

Actionable Steps:

• Use AI-powered segmentation to target customers based on their real-time status.

• Implement predictive analytics to forecast purchasing behavior.

• Automate personalized recommendations across multiple channels.

“AI enables businesses to engage millions of customers with a level of personalization that was once only possible one-on-one.”

7. Measure, Optimize, and Predict What’s Next

Data-driven decision-making ensures continuous improvement. Tracking key metrics allows businesses to refine strategies and maximize ROI.

Actionable Steps:

• Establish clear KPIs for omnichannel engagement and conversion rates.

• Use AI-driven analytics to measure customer lifetime value and retention trends.

• Leverage predictive modeling to anticipate future consumer behavior.

“Success in omnichannel personalization is a continuous cycle of measurement, optimization, and prediction.”

Final Thoughts: The Future of Omnichannel Personalization

To stay ahead in today’s competitive landscape, brands must go beyond basic personalization and build seamless omnichannel experiences. By integrating these seven pillars, businesses can foster deep customer loyalty, increase revenue, and deliver unmatched personalization at scale.

Key Takeaways for Businesses:

• Unify customer data for deeper personalization.

• Create seamless commerce experiences across online and offline channels.

• Leverage AI and real-time analytics to optimize engagement.

• Measure and refine strategies continuously for long-term success.

As brands embrace AI and omnichannel personalization, those that act now will gain a competitive edge, while those that lag behind risk losing customers to more customer-centric competitors.

Ready to revolutionize your customer engagement? Now’s the time to build your omnichannel strategy.

Source: SAP