德勤：2025年零售业全渠道营销策略指南报告（英文版）

Omnichannel marketing campaigns are unified ad programs that can be optimized for both in-store and online purchases. They use consented first-party data from POS systems and loyalty programs to guide delivery and to measure incremental lift. They run from one budget and one learning system with two outcome goals (in-store and online), and they treat store lift as a primary success metric across markets. They are not web‑only programs that assume a store effect, and they are not store‑only pr