Omnichannel Technology Built to Transform Retail - Klaviyo
2026-03-10 19:02 Diff
https://www.klaviyo.com/marketing-resources/omnichannel-tech-stack

There is no denying the long-term benefit of delivering an omnichannel marketing experience.

It is what experts have long been calling a marketing flywheel, but to the extreme. Omnichannel marketing is how brands build customer experience strategies that improve acquisition, build loyalty, and drive retention, and reviews.

It’s exactly what brands like Graza, Sanzo, and Thirteen Lune have been able to do—build community and leave an impact on every channel they touch. This is hard to replicate, and especially so if you are using legacy marketing tools.

That’s because omnichannel’s evolution and progress has happened quickly, and not all technologies kept pace with that change.

What was table stakes for omnichannel technologies even just a couple years ago is no longer so. The needs and aspirations of the omnichannel shopper have simply evolved far too fast—especially during the global pandemic—and what was once table stakes is now traditional and restrictive.

For larger retail organizations built on legacy tech stacks, this means missing out not only on the newest marketing channels, but on the newest marketing strategies aimed at connecting with an always on, and everywhere consumer.

For the most part, those strategies are built around scalable personalization that uses constantly collected first- and zero-party data to segment customers and prospects based on similar traits and habits.

Then, to implement, marketing teams use dynamic content within those segments, creating what feels like a 1:1 personalization, but what is really a 1:many effort for the marketer. This is what makes omnichannel personalization scalable.

This type of personalization is being used in sign up forms, email marketing, SMS marketing, on landing pages, and more. But your team can’t act on this new model because the average mid-market retailer’s tech stack is broken.

These organizations often rely on custom builds or legacy technology which require up-keep expenses, high-levels of developer management, and in-depth training for marketing teams. Occasionally, a single-point solution can make it through procurement, but data doesn’t seamlessly integrate across legacy and newer tools, and single-point solutions often over-attribute the tool’s impact, anyway.

This leaves mid-market organizations between a rock and a hard place—especially as the global economy tightens and retailers look for ways to save money and maintain the bottom line.

Omnichannel solutions provide personalized, higher-converting and more loyalty-driving experiences, but the tools to create them are not the legacy systems mid-market retailers currently have in place.

The digital transformation of the last decade may have been about the move from on-premise to cloud and SaaS technologies, but the next era is here—and it’s about holistic experiences that require not just the collection of accurate customer data, but the activation of it, too.

You’ll need an integrated tech stack with a unified customer platform at its center. In the best case, this is a single tool rather than a handful of them, which then require syncing, coordination, risking data inaccuracy, and often come with a higher price tag to boot.

From a customer point of view, this integrated tech stack provides omnichannel experiences across a brand’s entire ecosystem that feel connected and seamless in delivery and capability.

That’s the thesis, at least, and we’re ready to back it up.

Dive into the sections on the left hand side for more research and in-depth analysis on the ever-changing omnichannel customer journey, and the integrated tech stack that best powers it for leading retailers.