At the outset of the COVID-19 pandemic, brands were forced to enhance the quality of their online sales. In 2021, the revival of in-store shopping required organizations to find balance and optimization in a truly omnichannel approach. As we enter 2022, customer profiles need to accurately unite offline and online data to get a fuller picture of each shopper. In some cases, brands may find that their online shoppers behave differently when they enter a brick-and-mortar location, and they’ll need to adjust marketing and assortment decisions accordingly. And with the Omicron variant wreaking havoc on staffing, customer data will make it easier for leaders to determine which higher-traffic stores to support and which can be closed temporarily in favor of online approaches.