47 Street is a fashion retail brand with 100 stores nationwide. But it had a problem that many omnichannel businesses don't see coming: it had all its customer data, but it was scattered across three systems that didn't communicate with each other.
Let's take Camila, a loyal customer who had been shopping at 47 Street for four years. She didn't appear in the database under the name "Camila."
There were three Camilas:
When they sent out campaigns, they would send the same email to a customer who had made a purchase yesterday and to another who hadn't been seen in six months. They didn't know how many online customers never set foot in a store (and vice versa). A salesperson at the physical store had no idea that a customer had left a shopping cart abandoned on the website.
Each customer who began using both channels went from 1.38 to 3.09 purchases. Omnichannel retailing didn’t add customers—it multiplied the repeat business of existing customers by 2.2. But 4 out of every 10 customers who “started” in a physical store couldn’t be targeted because their data was in the other system. That’s money left on the table every day.
Omnichannel vs. Single-Channel Value
Omnichannel Purchase Frequency
Those who pick up an online purchase in-store become omnichannel
Make CA + MI + LA = One Camila. Consolidate e-commerce, POS (in-store sales), and the 47 Club into a single profile. It wasn't just about combining data; it was about creating a unified context where every customer interaction made sense.
Models that predict who is about to make a purchase, who is at risk of being lost as a customer, and what product to offer them. Predictions based not on generalizations, but on Camila’s complete behavior: where she shops, which categories she prefers, when she abandons her cart, and when she is at risk of becoming inactive.
WhatsApp and email executed from the same workflow, at just the right moment. One message, one voice. Not three systems sending uncoordinated communications, but a dialogue designed end-to-end.
When she is added to the database, a workflow automatically begins with a personalized incentive to encourage her to place her first order.
IfCamila leaves something in her cart, they follow up with her on WhatsApp before she changes her mind. They use WhatsApp because it converts 100 times better than email. And the incentive is tailored to her profile.
Afterthe first purchase, a workflow guides her toward the second one, recommending a complementary product at just the right moment.
WhenCamila crosses the "at-risk" threshold, a cross-channel sequence is triggered to re-engage her before she becomes inactive.
Here's what changed.
3 systems, 3 names, 3 messages—none of them knew about the others.
1 profile, 1 moment, 1 message.
Now, customers receive messages that are perfectly tailored to them:
Each piece of data comes from the unified profile:
Having data is useless if it doesn't talk to itself. Most retail companies spend their time trying to gather more data. The real challenge is making it flow.
47 Street went from being completely unaware of its customers' real lives to having a full picture of them. That increased the repeat business from its best customers by a factor of 2.2. And that transformed the business.
Because, in the end, what sparks conversation isn't having more information. It's knowing how to use it.
Omnichannel vs. Single-Channel Value
Omnichannel Purchase Frequency
Those who pick up an online purchase in-store become omnichannel
ROAS
Revenue Generated
Conversion rate
sales growth in the industry
purchases made at a discount
hyperpersonalized
via WhatsApp
Turnover vs. previous year
Growth in recurring customers
Attribution by WhatsApp
Conversion
WhatsApp sales attribution
Record sales
Increased revenues
Recurring customer orders
Record sales
Open rate
Click rate
Bounced rate
Costs in Meta
Opening rate
Reactivation
Retention
