"But I just saw this dress on your website," Beth explains at the retail checkout counter. The burgundy dress she spotted online isn't available in-store, and with disconnected inventory systems, the retail associate can't check other locations or arrange delivery.
Integrated retail can solve this all-too-common frustration. It connects physical stores and online platforms into one connected operation. So, instead of Beth leaving empty-handed, retail associates can instantly check availability across other stores and arrange convenient delivery or pickup options.
The need for integrated retail is urgent. McKinsey research shows that while 75% of buyers expect consistent omnichannel experiences, only a quarter are satisfied with what retailers provide. This guide shows you how to bridge that gap, turning disconnected operations into the unified shopping experience today’s customers demand from brands.
Table of contents
What is integrated retail?
Integrated retail is a strategy that connects all parts of a business, from store inventory to online sales to customer data, into one smooth operation. It ensures that customers get the same experience whether they're shopping in-store, on their phone, on social media—or switching between all three.
Integrated retail is powered by unified customer data models, which allows businesses to:
- Sync inventory data in real-time across all channels.
- Centralize customer data and purchase history.
- Unify order management and fulfillment.
- Provide consistent pricing and promotions across platforms.
Overall, it helps wrangle data from multiple touchpoints into actionable insights for advanced retail personalization. This is also known as unified commerce.
Why is integrated retail important for the future?
Shift in customer expectations
Studies have shown that 81% of buyers research and browse across multiple channels before deciding to buy. They expect things like:
- Consistent pricing across all channels
- Real-time inventory visibility
- Flexible buying options (BOPIS, same-day delivery)
- Smooth returns at any touchpoint
By leveraging first-party data and AI, retailers can align inventory, pricing, and customer interactions across platforms, helping the majority of consumers who expect seamless omnichannel experiences.
💡 Looking for examples of BOPIS in action? Learn from retailers Gym+Coffee and Earl of East, which launched successful click-and-collect programs.
Efficiency and cost reduction
Traditional systems with multiple vendors and complex integrations waste time and money. Unified commerce cuts costs by eliminating these hassles and running everything on one platform.
After migrating to Shopify and adopting a unified commerce strategy, furniture brand The Conran Shop cut its TCO by 50% and boosted its conversions by 54%.
Growth and innovation
McKinsey research shows a clear pattern: market leaders grow by expanding into new markets and sales channels.
A unified platform allows:
- Rapid market expansion
- Easy addition of new sales channels
- Risk-free testing of new retail models
- Modular growth without disruption of existing operations
When you use Shopify Markets with Shopify POS for your retail operation, you can easily grow and sell in new markets and geographies without the logistical hassle of selling internationally.
Five steps to a successful integrated retail strategy
1. Choose a commerce platform
Many retailers make a common mistake: they connect different systems with complex bridges of software. This creates technical debt, wastes money, and frustrates customers when data doesn't match up across systems.
A modern commerce platform should work as one complete system. Think about how a business actually runs. You need product info, inventory counts, customer data, and sales numbers all working together. When these pieces don't connect naturally, problems pop up fast.
Shopify brings these pieces together in one commerce operating system.
With Shopify, you can have one comprehensive platform that delivers:
- Native integration. Your point-of-sale (POS) and ecommerce systems should work together naturally. Free yourself from costly middleware, complex maintenance, sync delays, and integration headaches.
- Real-time synchronization. Opt for one database that powers everything, letting store staff, warehouse teams, and your website see the same information instantly. Keep your customers happy by maintaining precise inventory tracking across all channels.
- Scalable architecture. Your platform must grow with your business. A modular, composable platform like Shopify’s lets you add new sales channels, enter new markets, or launch new features without disrupting daily operations.
💡 A recent report from EY found that Shopify POS offers in a 22% lower total cost than other systems and a 5% increase in sales from improved operations.
2. Centralize your data
True personalization is only possible with centralized data. To build an integrated retail operation, you need one central system managing all your business information.
Here's how to consolidate your key data:
Customer records
Manage all your customer information in a unified commerce platform like Shopify’s. For example, Shopify’s core data model unifies basic contact details, addresses, and marketing preferences—not just from data collected by Shopify, but any integrated tool. That includes:
- Omnichannel loyalty and rewards apps like Smile
- Email marketing tools, such as Klaviyo
- Customer service platforms like Gorgias
Product catalog
Your Shopify Admin is the central hub for all your product data. Manage unlimited products and variants, organize items into collections, and control pricing and inventory levels. All product information stays synchronized across everywhere you sell.
Order management
Track order history, monitor fulfillment status, and handle shipping details from any sales channel. Whether it's processing returns or accessing sales records, everything should be available in one place.
Sales channel integration
Shopify automatically consolidates data from all your sales channels. Whether customers buy through your physical store POS, online marketplaces, social media shops, or mobile apps, all transaction data flows into your central system.
Fashion brand Bobo Choses saw20% higher mobile conversions and added new payment options without hassle thanks to these sales channel integrations.
3. Optimize inventory management
Poor inventory management costs retailers nearly$2 trillion every year. A unified commerce approach turns inventory management from a challenge into a competitive advantage. Here are some key capabilities of integrated inventory:
- Real-time stock visibility. One source of truth lets retail staff see warehouse stock instantly. Online customers can also check local availability in seconds, so sales never slip through the cracks.
- Endless aisle access. Your entire product catalog is available everywhere, so you never miss a sale due to local stock limitations. With Shopify POS, you get built-in endless aisles and ship-to-customer functionality that lets customers easily place their orders for products unavailable in store.
- Smart inventory allocation. Intelligent distribution improves your supply chain by putting your stock where it sells best. This cuts carrying costs while maintaining the availability of popular items, allowing you to release trapped capital.
- Flexible fulfillment. Modern customers demand choice. Whether they choose curbside pickup, ship-from-store, or direct delivery, you can say “yes” to every sale by turning every location into a mini fulfillment center.
💡 PRO TIP: With Shopify, you can show shoppers using Google which products your store has in stock. List your products on Google for free, show pickup availability to increase store visits, and measure how your listings impact store sales from Shopify.
4. Create a consistent customer experience
Customers who shop with your brand expect the same great experience, whether they’re in your store or on your website. This is only possible when your online and in-store systems work together.
Connected customer data makes this happen. When your point-of-sale system and website share information, you build a complete picture of how people shop with you. Your store staff can see what customers bought online, and your website can show what people purchased in person. This helps you suggest products they'll actually want and offer better service.
This connection also makes shopping more convenient. Customers can:
- Buy items online and pick them up at your nearest store.
- Return online purchases in person.
- See if items are available at their local store while browsing online.
- Get product recommendations based on both their online and in-store shopping history.
Real businesses see the benefits of this approach. According to research from EY, companies that connect their online and in-store systems see sales grow by 8.9% on average.
5. Build automated marketing campaigns
Your customer data makes it easy to create smart, timely messages that connect with shoppers. Their interactions tell you exactly what they care about—from chatbot questions to in-store purchases to social media posts.
Build customer groups based on:
- Who they are (demographics)
- What they buy (order history)
- How they shop (behavior at any point in their journey)
Shopify lets you create marketing automations that are always on. This makes engaging with customers at every stage of their journey simple. Automations use Shopify Flow triggers and conditions to power campaigns. For example, after a customer spends over $500 in your store, Shopify Flow can automatically:
- Add them to your VIP customer list
- Send them a text about your loyalty program
- Create a task for your store staff to send a handwritten thank-you note
These automations work because Shopify POS and your online store share the same customer data. When someone buys in your store, the system knows their whole shopping history.
6. Evaluate and measure success
Traditional metrics like store traffic or online conversion rates tell only part of the story. Today’s shopping journeys weave between channels. Customers might research on their phone, check local store stock, try items in person, and then order for home delivery.
Smart retailers track the entire path. Your analytics should capture this entire journey, showing how each touchpoint contributed to the sale.
Some metrics to measure:
- Cross-channel behavior: How customers move between online and in-store, such as researching on mobile and then buying in-store.
- Customer lifetime value: The total money each customer spends across all channels over their relationship with your brand.
- Average order value: The typical amount spent per purchase when combining all sales channels.
- Omnichannel growth: The overall health of your unified commerce strategy measured through total sales and conversion rates.
Shopify Analytics is helpful here because it shows you the whole customer journey, not just the clicks. You can see how different omnichannel campaigns influence sales, email sign-ups, wishlist adds, and return customer rates.
Examples of integrated retail
BYLT Basics
BYLT Basics leveraged Shopify to power its unified commerce strategy. The numbers tell a compelling story. The brand:
- Launched seven profitable retail locations in under 12 months
- Drove 50%+ of direct-to-consumer sales through Shopify Payments
- Expanded its Women's category by 400% year-over-year
BYLT gained a crystal-clear view of its customer journey across every touchpoint. The company could see how shoppers moved between online and in-store experiences, and used the data to build a shopping experience that thrives in today’s omnichannel landscape.
“Given recent growth within our omnichannel approach, it’s made us realize that we need to simplify our tech stack to what’s best fitting within our business,” says Ryan Groh, head of ecommerce at BYLT Basics.
“We’ve put a strong focus into utilizing multiple Shopify solutions and consolidating within their stack as we continue to expand our channel offerings. It’s saved our team a tremendous amount of time, while we’ve been able to further develop our longstanding partnership with Shopify to the BYLT loyal online and in-person.”
Jenni Kayne Home
Luxury California lifestyle brand Jenni Kayne has a particular customer base. They conduct extensive online and in-store research before making big purchases. The brand turned to Shopify Plus and POS to integrate its retail operations and provide a better customer experience.
For example, the brand implemented an “endless aisle” strategy where store staff can easily sell items not physically present by checking warehouse inventory and arranging direct shipping. Sales teams could also access customer history, program memberships, and preferences regardless of shopping channel.
Since migrating, Jenni Kayne has:
- Doubled its brick-and-mortar retail store presence across the US
- Improved engagement with shoppers using unified customer profiles
- Implemented seamless inventory visibility between online and stores
- Developed a custom digital catalog for in-store iPad use
Launch a successful retail strategy today with Shopify
Integrated experiences are more than just another retail trend. Remember Beth and her burgundy dress? That’s just one of countless sales lost to disconnected systems every day.
Forward-thinking retailers are changing the situation. They’re turning “we can’t” into “let me show you how,” and watching their numbers climb.
Integrated retail FAQ
What is an integrated retailer?
An integrated retailer combines all parts of their retail business—stores, marketing, customer data, and inventory—into one digital system. This creates a consistent shopping experience across all sales channels while making operations faster and more efficient through automation and real-time updates.
What is retail integration?
Retail integration connects all sales channels and business operations into one unified system, helping with the smooth management of inventory, orders, and customer data across platforms.
What are the three types of retail?
The three main types of retail are:
- Brick-and-mortar (traditional physical stores)
- E-commerce (online-only retail)
- Omnichannel (a combination of physical and digital retail channels)
