Physical Retail: Instant Gratification Through Unified Data

Today’s consumers live in an on-demand world. They expect to browse, buy, and receive products with just a few taps on their screen — and as fast as possible. Same-day delivery, one-click checkout, and hyper-personalized experiences are the new normal.

However, one key advantage remains firmly in the hands of traditional retailers: instant gratification. While online orders still involve packaging, shipping and (some) waiting, walking out of a store with a product in hand is truly immediate. And for many shoppers, that’s still worth the trip.

To remain relevant in this “instant” era, physical stores must double down on what sets them apart: faster service and more accurate, seamless and trustworthy experiences. 

Why Stores Still Matter in an Omnichannel World

Despite assumptions that digital channels dominate the shopping journey, most purchases still happen in-store. In 2024, brick‑and‑mortar represented 80% of global retail sales, with e‑commerce making up just under 20%. This continued market dominance is no doubt linked, at least in part, to a growing preference for omnichannel options that put physical retail locations at their center.

Today’s stores aren’t just for in-person shopping trips; they’re dynamic fulfillment hubs that support “buy online, pickup in store” (BOPIS), “buy online, return in store” (BORIS), and ship-from-store models. These options allow customers to get what they want, how and when they want it, blending digital convenience with physical immediacy. 

According to a report by PYMNTS Intelligence, 78% of shoppers use BOPIS because they find it easy and convenient. The same study also highlights a sales opportunity for retailers: 37% of BOPIS users in Mexico and Brazil say they are likely to make additional purchases when they arrive at the store.

But there’s a catch: continued interest in these options is not guaranteed. To maintain momentum, retailers need to ensure that handoffs remain frictionless and shoppers are happy. None of this works without comprehensive and reliable insight into what’s happening on and off the floor.

Unified Intelligence: The Missing Link

Retail operations and shopper behavior data are nothing new. Organizations have been using inventory systems built around batch updates or manual counts and simple traffic and sales records to assess their performance for decades. However, meeting the moment with omnichannel excellence will require retailers to collect their data in new ways and change how they interpret and use it.

Traditionally, back- and front-end data have been used to inform their respective domains. But nothing in retail happens in a vacuum; supply chain data affects customer experiences and behaviors, and vice versa. If a product shows up as “in stock” but isn’t available for pickup, the customer’s likelihood of return evaporates. By the same token, how customers make decisions might shed light on ways to optimize merchandising and other “behind-the-scenes” processes. 

With all eyes on BOPIS and BORIS, connecting the dots between these two areas is quickly becoming mandatory. And retailers already have the tools to do it. End-to-end supply chain monitoring and analytics solutions provide granular visibility into product location and status, whether on the shelf, in the back room, or in a customer’s cart. When paired with complementary front-of-store solutions, supply chain monitoring can provide even more detailed portraits of what’s happening at every step. 

For example, new computer-vision-powered traffic analytics tools are able to differentiate between active customers, associates, and passersby (without collecting personal identifying information), which can inform more accurate conversion, behavior, and other performance metrics. Together with detailed supply chain insights, this reidentification capability can help retailers enhance “buy online, pickup in store” (BOPIS) and “buy online, pick-up at curb” (BOPAC) operations by shedding light on previously unseen opportunities to improve inventory management, increase order accuracy and expedite fulfillment, all of which can preserve sales. These tools also improve store-level execution, refine staffing, and understand how delays and mistakes impact individual customers.

These ecosystems rely on a blend of relatively familiar technologies — ones that retailers are already using to uplevel operations. When deployed in new places and analyzed next to new variables, retailers can use:

• RFID sensors to enable source-to-store tracking.

• AI-enhanced video monitoring to monitor individuals while maintaining their privacy, enabling segmentation that drives more precise conversion.

• Predictive analytics to enhance demand forecasting, replenishment and loss prevention programs.

• Real-time monitoring and notification to help teams act quickly.

• Integrated employee platforms that help associates check inventory, locate items, and fulfill orders on the fly.

Together, these tools create a more responsive retail environment that mirrors the speed and convenience of e-commerce, but with the added benefit of immediacy. And when stores run like this, they don’t just meet expectations; they exceed them.

Instant Wins Start In-Store

In an age defined by instant gratification, the physical store is not a relic. It is one of retail’s most powerful assets. With real-time inventory intelligence, stores can become agile, accurate, and essential to delivering the seamless experiences today’s shoppers expect.

As the lines between channels continue to blur, the retailers that succeed will be those that connect to every part of their operation. Investing in the store is not about preserving the past, it is about building the foundation for the industry’s future.