Why 'omni'-channel your online & physical stores?

People are getting good with phones and computers, but shops in places like Eastern Europe can’t catch up. They find it hard to make shopping feel the same online, in stores, or on mobiles. Why? Their information is all mixed up. A smart fix called omnichannel can pull it together and help them sell more.

Read on to learn how shops can use easy tools, like data and AI, to keep track of their stuff, instead of wasting time on fancy technology that doesn't really add value.

Link the online & in-store

Customers today expect prices, products, and rewards to line up across websites, apps, and stores. When these don’t match, it annoys shoppers and pushes them away. In Eastern Europe, many shops run online and store systems apart, causing mix-ups. Linking these channels solves this, giving a smooth experience.

“Our clients usually think in terms of features—‘I want an app’ or ‘I want to sell online.’ But what they actually need is connection,”

Figure 1. Olga Petrașcu, Commercial Business Partner | EBS Integrator

“Connecting everything gives one truth, shown clearly everywhere, always the same,” says Olga. “With omnichannel platforms, we build customer paths that feel warm and personal.”

We proved this plan works by teaming up with an eyewear shop. By focusing on benefits, not just an online fix, we built a system that joins all touchpoints into one true source.

Figure 2. Omnichannel System. Connecting in-store + online experience across devices

The eyewear shop Lensa now connects its app and store computers to show stock instantly. It lets customers browse and try glasses online, gathers info, and sends it to managers for smart choices.

Affordable + functional > looking good + expensive

Some think only big stores can afford to link everything up, but having the right tools in place like the one offered by our modular platform EBS.io can make it doable for small shops too.

Figure 3. Marcel Lefter | Front-end lead

“Our modular solutions let you start simply” says Marcel

If you’re a small business, you can sync stock and reward points for quick wins without spending much. Shoppers prefer tools that work over fancy tech that looks nice but fails them later.

Does online shopping always win?

Online shopping keeps growing in Europe. Moldova’s example shows online sales will rise over 14% every year until 2027.

The question now is this: Giants like Amazon keep growing, stirring fear with their money and tech. But they lack one thing—being there for people, part of their story. We mean knowing what locals love, having loyal fans, and offering targeted, unique deals.

For example, a Moldovan grocery store can deliver fresh, local food same-day—something big global stores can’t easily do. Linking online orders to in-store stock makes them even stronger.

Order online, grab it in-store

The online and in-store mix brings big wins. We learned this while scaling PRSNT, a UK gift service’s MVP, online. Now it lets people order gifts online from partners with live stock and pick them up at nearby shops, stock updated live.

Figure 3. PRSNT app. Connects live view for all touchpoints, showing product availability from 40 UK brands.

“Shoppers hate it when something’s online but not in-store,” says Marcel. “This [order online, pick up in-store] trick helps local shops compete and keeps customers happy.”

In-store still counts

People want to touch and see things—especially costly or fresh items—and get help right away. Linking online and in-store improves this, like adding screens in shops for online-only deals or an app to check rewards anywhere. Skipping in-store could lose people who value face-to-face help.

Suggestions that feel personal x data & AI

Even with a small investment in data analytics, retailers can better understand customers, improve marketing, offer personal recommendations, and plan stock. AI checks what customers buy, click, and do on apps to predict what they’ll want next, helping price items well and keep enough stock.

Figure 4. Lensa’s platform (app, POS, web) uses AI and ML to track what customers do and suggest glasses they might like based on past views

This makes shopping better and ensures glasses are in stock when people want them. AI might feel too big for small shops, but with the right tools, it helps them order more of what’s popular before it runs out, so customers always find what they need.

AI-enabled customer touchpoints

For many local retailers in places like Eastern Europe, few staff make it hard to give great support across websites, apps, and stores. AI-powered assistants fix this. They quickly answer easy questions—like “Where’s my order?” or “What’s in stock?”—whether customers browse online, use an app, or message the store.

This lets employees handle tougher requests. More importantly, it gives customers fast, steady help however they connect. By linking these touchpoints, AI builds a smooth, trusty experience—a core part of any omnichannel plan.

Marketing that "auto"-brings customers

Great marketing connects it all. Whether it’s an email, Instagram post, shop sign, or app alert, your brand should feel steady and familiar. When it doesn’t, customers feel lost—and lost customers don’t stay. An omnichannel approach uses data and AI to keep every message in line, building a smooth experience that holds shoppers’ interest.

Take PRSNT, a UK gift service we scaled, as an example. Its system tracks app use—only with data users allow—and sends personalized offers based on past views or buys. AI does this by linking touchpoints, delivering the right message at the right time, online or in-store. For example, if someone browses gifts online, they might see a custom suggestion when picking up at a partner shop. This steadiness boosts the brand and keeps shopping easy.

Deals that feel special

Nobody likes junk discounts in their email. Shoppers want deals that fit what they like—and personalization does that.

Figure 5. PRSNT system connects gift preferences, browsing behavior, and real-time stock to create specific offers.

With AI, the system picks gifts from past searches and sent stuff. It keeps it useful and kind, using only validated information, with nice ideas that feel friendly, not bossy.

[Conclusion]

Customers today expect shopping to feel easy and personal, whether online or in-store. Omnichannel tech makes this possible by linking data and AI across every interaction. Forget fancy tech that misses the point—focus on what shoppers actually want, especially in markets like EE. Tools like EBS.io simplify the process: they’re easy to adapt, sync inventory and rewards, and let you grow as you test ideas. This no-nonsense approach helps local stores compete with giants like Amazon through personal service and reliable support.

Start today—keep it simple, keep it working, and watch your business grow.