Omnichannel in 2025: 7 Errors Still Ruining Retailers’ Transformation

By Charlotte Journo-Baur, founder of WISHIBAM

After eight years helping over 200 retailers with their digital transformation, I’ve witnessed the same mistakes repeated endlessly. These errors cost millions of euros and years of delay. In an industry where every percentage point of growth matters, these missteps are now unsustainable.

The brutal reality: 67% of omnichannel transformation projects fail. Not from lack of will or investment, but from misunderstanding the fundamentals.

This is why we’ve decided to share our expertise in a comprehensive, free guide, born from real-world experience with Europe’s biggest retail names.

Why Omnichannel Has Become Vital for Retailers in 2025

The Post-COVID Consumer: Ultra-Connected, Ultra-Demanding

The 2025 consumer barely resembles pre-crisis shoppers. Lockdowns have accelerated existing trends, rooting them into permanent habits. According to Salesforce (2024), 73% of customers now expect seamless omnichannel experiences. This is no longer a desire—it’s a demand.

I recently spoke with a textile brand director who said: “Our salespeople have become WhatsApp advisors. Customers try on in store, then ask to be notified when promotions arrive. If we can’t do it, they’ll go elsewhere.” This perfectly illustrates the ROPO phenomenon (Research Online, Purchase Offline)—now the norm.

Phygital isn’t just a marketing trend; it’s the new standard. Consumers engage with 5-7 touchpoints before purchasing (McKinsey). They start on Instagram, continue on your website, visit your store, check Google reviews, return to your app… And they expect recognition every step of the way.

This omnichannel imperative is grounded in hard data: omnichannel customers’ average baskets are 30% higher than those of single-channel customers (Harvard Business Review, 2023). Ignoring this means forfeiting a third of your potential revenue.

Brands That Haven’t Embraced Omnichannel Are Falling Behind

The numbers are indisputable. Forrester (Jan. 2025) shows non-digitized stores saw a 17% drop in footfall in just 12 months, worsening to -23% in the last quarter of 2024.

• Even seniors—previously thought attached to traditional retail—are now 62% likely to consult their smartphones in-store (Kantar, 2024).
• Success stories abound: Decathlon grew sales by 24% in 18 months thanks to “phygital” initiatives like online reservations with in-store testing.
• Sézane, born digital, saw sales explode by 40% after opening connected physical locations.
• Maisons du Monde customers using AR features now convert 2.5x more than average.

I personally helped a chain of 35 boutiques losing 8% of annual revenue. Six months after introducing click & collect, unified inventory, and tablet-equipped sales assistants, growth reversed to +12% annually.

The conclusion is clear: Omnichannel is no longer a luxury but an economic necessity. Retailers resisting are not conservative—they’re at risk.

What You’ll Discover in Our Exclusive Guide

A Clear Method for Implementing a Sovereign Omnichannel Strategy

Our guide doesn’t rely on abstract theory. It introduces a 4-phase method, field-tested by dozens of retailers—big and small.

• Start with a precise, uncompromising audit of your digital maturity (28 critical checkpoints, from data quality to loyalty integration).
• Select relevant sales channels: Our methodology clarifies that being everywhere is NOT always right. Example: a natural cosmetics brand focused on Instagram and stores, ignoring TikTok to fit their target.
• Data integration made simple: From basic APIs to advanced data lakes, with clear pros and cons detailed.
• Team training: Proven programs for even the most digital-averse staff. Omnichannel is cultural as much as technological.
• Digital sovereignty is essential in 2025: The Cloud Act, geopolitics, and GDPR compliance all make it crucial to choose European tech. Our guide explains your sovereignty options in-depth.

Concrete Tools and Inspiring Case Studies

What sets this guide apart? Exclusive, step-by-step testimonials from real transformations:

• Galeries Lafayette Haussmann boosted online sales by 47% in 6 months with ship-from-store and smarter stock rotation.
• Cap 3000 in Nice digitized its offer and now generates 15% of turnover via a digital personal shopper.

Each includes obstacles faced and real solutions. Failures and pivots are dissected with candor.

Plus, the guide gives you actionable tools:

• Omnichannel customer journey blueprints for fashion, beauty, home, food, and leisure
• A 42-point checklist for your digital transformation
• A KPI dashboard, with sector benchmarks
• Ready-made briefs to use with teams or providers

A digital manager at a big DIY chain told me: “Your guide saved us 6 months. We followed your stock unification methodology—and it just worked.”

That’s our goal: save you precious months and guarantee your transformation’s success.

Why Choose Wishibam for Your Omnichannel Transformation

A Sovereign Solution, Designed for French and European Retailers

In a marketplace dominated by US-based tech giants, Wishibam is the exception—entirely designed, developed, and hosted in Europe.

• GDPR compliance is built-in. Data is hosted on French servers—no Cloud Act ambiguity, no surprises. When a client underwent a CNIL audit, perfect compliance was proven in hours.
• Our independence shields clients from geopolitical risks. March’s US-China cloud outage? Our clients had zero interruption.
• The platform is tuned to European realities: country-specific VAT, local billing, cross-border logistics.

“With American solutions, I had to adapt my business to their software. With Wishibam, the platform adapts to me.” — Shopping center director, South of France

Clients achieve a 40% average reduction in integration costs versus international solutions. This is localization at work, not lip service.

Human, Expert, and Committed Support

Technology is nothing without humans. Our consultant team speaks retail, not developer jargon.

• All our experts have hands-on store experience. They understand inventory seasonality, margin pressure, and operational complexity.
• We establish concrete, methodical goals—no empty promises.
• Clients average a 30% rise in conversion on implementation; up to 42% with our full ecosystem.
• 94% retention over 3 years. We’re still there 6 months later—when other vendors have vanished.

“What makes the difference with Wishibam is that they’re still there when you need them.” — Digital Director, ready-to-wear brand

Continuous service and quarterly updates mean you always remain ahead of digital trends—automatically.

Download the Free Guide and Embrace Omnichannel with Wishibam – Before Your Competitors Do

Omnichannel isn’t optional any longer—it’s a question of survival. Every day without a robust omnichannel strategy hands market share to faster competitors.

Because in today’s retail environment, it’s not the strongest who survive, but those who adapt the fastest.

FAQ: Everything About Retail Omnichannel