Omnichannel retail transforms with unified data and conversational AI

It could boost five times more sales.

With omnichannel retail transforming customer engagement, Akarat Ngandee, Head of New Business, APAC at Infobip, emphasised that unified data, personalised interactions, and advanced technologies like generative AI are critical for success.

“We analysed about 463 billion interactions last year alone on our platform,” Ngandee shared, noting a “74% growth in rich communication services (RCS)” and over 600% adoption of RCS by retail brands in 2023. This two-way communication is now a cornerstone of customer engagement, offering businesses new opportunities to connect with their audiences.  

Ngandee stressed that data integration is the foundation of an effective omnichannel strategy. “The data has to be unified across departments, platforms, and all data sources,” he explained. Unified data enables brands to create personalised experiences, which are increasingly expected by modern consumers. “Without personalization, you won’t be able to succeed. People care about how much you know about them,” he added.  

Finding the right communication channels is equally important. “You need to identify which channel the customer uses the most. It could be WhatsApp, SMS, or in-store promotions,” Ngandee said, highlighting the importance of maximising ROI by focusing on preferred platforms.  

Once data and channels are optimised, brands should focus on creating seamless customer journeys.

“Chatbots powered by generative AI are much smarter now, enabling brands to engage customers in meaningful, conversational experiences at scale,” Ngandee said. This trend, combined with the rising influence of Gen Z and Generation Alpha—who expect brands to engage via digital-first communication—will dominate the retail landscape in the coming years.