Frictionless Retail: Connecting the Journey from Conversation to Store

​Does Retail have a Visibility problem?

​Customers don’t follow a linear path to purchase.

​They might discover a product on TikTok, ask questions via chat or AI tools, and browse on mobile. Then walk into a store expecting a seamless experience. Why is it, then, that retail is structured around channels?

​The challenge
Store teams only see the final step, missing the context behind the journey. That’s where friction creeps in.

​Why this matters now

​Customer expectations have outpaced retail operating models:

• ​Journeys feel seamless to customers but are fragmented internally

• ​Conversational commerce is accelerating (e.g., WhatsApp).

• ​Stores remain critical, but disconnected from digital

• ​Store teams are expected to do more, with less visibility

​The real question is no longer “Are you omnichannel?”
It’s "Can you connect the journey end-to-end?"

​What we’ll explore

​A practical, discussion-led session on:

• ​Where the customer journey really begins

• ​The rise of conversational commerce

• ​Mobile POS and the in-store experience

• ​Connecting digital and physical retail

• ​Equipping store teams with the right context

• ​What “frictionless retail” actually looks like

​Hosted by:
Julia Müller, Head of International Business Development at advarics
Charlotte Kula-Przezwanski, Vice Chair & Managing Partner at Columbus Consulting

​Space is limited, so be sure to register to secure your spot!