Retailers say ‘omnichannel’ but promotions systems say otherwise

Retailers promise a seamless shopping experience across stores, online and mobile. But disconnected promotions systems often tell a different story.

When coupons fail, discounts don’t align across channels or associates must manually override pricing, retailers risk frustrating shoppers, increasing operational costs and eroding margins.

According to XCCommerce’s 2026 Retail Promotions Shopper Study, 60% of consumers will abandon a retailer over inconsistent pricing across channels, while 52% say consistent pricing and promotions make a retailer worth buying from.

In his latest article for Retail Customer Experience, Dan Surtees, VP of Strategy at XCCommerce, explores why fragmented promotions systems undermine the omnichannel promise and how a unified incentives strategy can help retailers deliver a consistent experience.

Read the full article here →