People quickly get used to new technologies that improve their lives and eventually make their existence easier. For example, if a consumer has noticed some new, convenient feature of the world's top sellers, they will automatically expect it from other sellers as well. Omnichannel is no longer just a trend; it is what the market requires of us.

Using modern technologies, such as interactive shelves, QR codes, artificial intelligence, and interactive mirrors, we learn to better comprehend the consumer and, thus, personalize their purchasing experience. This is done through the potential to analyze consumer behavior, not only on the internet, but also in an actual retail store by integrating the use of the application and all of its benefits. Collecting a large amount of information about a client is a massive responsibility. It is important not only to increase the company's sales but also to provide transparency for customers, showing their general buying behavior and overall spending.

With the example of a sporting goods store, a user journey was created that guides the customer through the world of omnichannel. Making movement between touchpoints seamless by combining the advantages of offline and online worlds to ultimately improve customer experience, personalize offers, and save time. A single customer story - communication without repetition.