The Blind Spot in Omnichannel Marketing

Most brands think they understand their customers. They track site visits, email open rates, and cart abandonment. But what about the majority of their customers—those who never visit their website?

For omnichannel brands, the bulk of transactions happen in physical retail stores. If you’re only looking at your DTC data, you’re missing the full picture of how, where, and why your customers buy.

The Reality: Most Purchases Happen Offline

The numbers speak for themselves: Despite the rise of e-commerce, brick-and-mortar sales still account for more than 70% of total retail purchases. Even for brands with strong direct-to-consumer (DTC) channels, retail partnerships with department stores, specialty shops, and big-box retailers often drive the majority of revenue.

Yet, most brands have zero visibility into these offline transactions. Who are these customers? Are they the same people buying online, or an entirely different segment? Without answers, brands are left guessing.

Why Lack of Visibility is Costing You

If you don’t truly know your customers, your marketing strategy is built on assumptions. Here’s what that means in practice:

• Wasted ad spend – You might be retargeting customers who just bought your product at a retailer last week.
• Inefficient promotions – Discounts could be going to shoppers who would have paid full price elsewhere.
• Fragmented customer experience – A seamless omnichannel strategy is impossible without a unified view of customer behavior across online and offline channels.

The Key to True Omnichannel Strategy: Retail Customer Tracking

Brands need a way to identify and measure customer behavior across retail and online channels. That means moving beyond aggregate retail sales reports and investing in customer-level data from physical retail transactions.

With the right data, brands can:

✅ Identify and segment high-value customers across channels
✅ Attribute sales accurately between online and offline touchpoints
✅ Personalize marketing based on real-world purchasing behavior
✅ Improve retention strategies by understanding where customers actually shop

No one has been able to provide the level of consumer data granularity that we can. For the first time, brands can track and measure retail customers with the same precision as their online counterparts—unlocking insights that were previously impossible to access. This level of visibility leads to more efficient marketing, stronger customer relationships, and higher lifetime value.

The Future: Unified Data Across Channels

The brands that win in omnichannel commerce will be the ones that bridge the gap between retail and digital. bonde is the first to make it truly possible—it’s just a matter of brands choosing to prioritize it.

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