AI: the hidden power behind retail’s most connected experiences

Today’s shoppers think in moments rather than the channels they shop on. Whether they’re browsing in-store, scrolling online or tapping through a mobile app, customers expect brands to show up with relevance, speed and a personal touch.

 

SAP Emarsys gathers and interprets customer data in real-time, tracking behaviours, preferences and engagement signals to build a dynamic picture of each shopper and deliver personalised experiences at scale.

 

But having the right data isn’t enough. Delivering the best possible experience across every touchpoint is about knowing what to do with that data. And that’s where AI steps in. Not as a buzzword, but as a behind-the-scenes engine helping marketers turn fragmented interactions into connected journeys.

 

The hybrid shopper is here to stay

 

According to SAP Emarsys’ latest AI in Retail Global Report, UK consumers are shopping almost equally across physical stores (68 per cent) and online marketplaces (63 per cent). Yet a third of shoppers still feel brands aren’t personalising content to their needs. And while email remains the top channel for 75 per cent of consumers, mobile messaging, app push and in-context communications are rising fast.

 

This shift demands more than an omnichannel presence. AI helps marketers stitch together buyer behaviours across platforms, turning browsing history, purchase data and location signals into timely, tailored engagement. Today, loyalty is earned when brands use AI to empower personalisation at scale. That’s not just the job of marketing. It’s a business-wide challenge that demands a connected customer strategy powered by real-time data from every corner and intelligent engagement.

 

Turning stores into engagement hubs

 

Mercaux’s in-store clienteling and CX platform empowers retailers to deliver exceptional shopping experiences, both in-store and remotely, to boost sales, loyalty and profitability. The company leads the charge in transforming physical retail into dynamic engagement centres. Its latest innovations, such as BYOD (bring your own device) and intelligent task management, equip store associates with real-time insights and personalised prompts. Integrated with SAP Emarsys, Mercaux enables staff to follow up with customers via WhatsApp, trigger tailored offers and even sync in-store interactions with digital campaigns.

 

As Mercaux CEO Olga Kotsur puts it, “We’re solving the everyday problems retailers face.”

 

Gibson Garage: where brand meets experience

 

Guitar manufacturer Gibson’s flagship Garage stores in Nashville and London are a masterclass in experiential retail. These 8,000-square-foot spaces blend heritage, hands-on product discovery and community events to create a destination, not just a store.

 

By connecting its learning app and e-commerce platform to SAP Emarsys, Gibson can track how customers engage across channels and respond with tailored content, such as sending maintenance tips after a guitar purchase or inviting fans to exclusive in-store events. It’s a hybrid experience that keeps the brand alive long after the customer walks out the door.

 

Mobile wallets: loyalty in the palm of your hand

 

As consumers move between digital and physical spaces, SAP Emarsys’s mobile wallet capabilities offer a powerful way to stay connected, without needing an app download. Brands can deliver digital coupons, loyalty cards, vouchers and event tickets directly to a customer’s mobile wallet, creating a persistent presence that bridges online and offline interactions.

 

Whether it’s a reward for an in-store visit, a time-sensitive offer triggered by location or a loyalty card that updates in real time, mobile wallet campaigns help marketers meet customers where they are – on their phones, in the moment and ready to engage. It’s a simple, effective way to drive repeat visits and deepen brand affinity.

 

AI that works for marketers

 

SAP Emarsys’s latest updates continue to put marketers in control. New features include:

• AI-assisted campaign creation: generate advanced segmentation and messaging logic from natural language
• Smart chart summaries: automatically create digestible insights for presentations and reports
• Comment summarisation and translation: streamline collaboration across teams and languages

These solutions will empower marketers move faster, personalise better and stay focused on what matters: the customer.

 

In today’s engagement era, the brands that connect online to offline with AI will own the customer experience – and the loyalty that follows.

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Explore more in the AI in Retail Global Report

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By Sara Richter, CMO, SAP Emarsys

 

In Sara’s 20 years of marketing experience, spanning senior roles at IBM, SmartFocus, Clicktale and now SAP Emarsys, she has demonstrated her capacity to deliver exceptional customer experiences that underpin the revenue opportunities high-performing businesses crave.