Going Omnichannel: How Leading Shopify Brands Are Bridging Online and In-Store with Mobile Apps

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As it becomes harder for brands to stand out in the digital noise, one clear way to differentiate is through offline experiences. More and more brands that started as pure eCommerce players are moving into physical retail.

Recent examples in the Shopify world include Represent and Tala, who have both opened shops in the heart of Soho. They join a growing group of successful digital-first brands now building a presence there, including Astrid & Miyu, Golf Wang, Cole Buxton, Lazy Oaf and YMC.

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In a world of endless Meta ads, agentic shopping and blurred brand experiences, physical retail offers something different. It is a chance to give customers a tangible and elevated brand interaction.

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But in 2025, opening a shop is no longer just about visibility or status. It is about creating a space to connect with customers, reward loyalty and build community. That might sound ambitious for brands still perfecting their online stores. Many assume it is the preserve of luxury or heritage retailers. But the reality is that Shopify and its ecosystem have made it easier than ever to deliver a connected shopping journey.

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Thanks to advances in Shopify’s technology and the centralisation of customer data on the platform, it’s now possible to build a unified view of each customer across online and offline channels. The industry often calls this “unified commerce”.

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At Venn Apps, this has been a key focus for us over the past few years. We now help leading Shopify brands bridge the in-store and digital gap, with the mobile app sitting at the centre of the experience.

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Linking loyalty across online and offline: Astrid & Miyu

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Most recently, we launched the mobile app for jewellery brand Astrid & Miyu, who have 26 boutiques across the UK. Central to their app requirements was the ability to connect in-store shopping with the digital journey so both work together effortlessly.

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For a brand that invests heavily in both physical stores and online presence, it was essential to bring the two closer. In practice, this meant creating a system that links in-store purchases with the loyalty program in the app.

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When a customer shops in-store, they earn points that help them move up tiers and unlock exclusive brand perks. These rewards can then be redeemed either online or in-store, creating a connected experience.

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Behind the scenes, this is powered by Shopify POS and integrated with Astrid & Miyu’s loyalty provider, Yotpo. In-store staff scan a customer’s wallet pass using the QR Code scanner we built on top of Shopify POS. The purchase is linked to their profile, and the data is sent to Shopify in real time. This updates the Yotpo ledger and instantly returns the earned rewards to the customer’s phone.

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This connected purchasing journey is made possible by the centralisation of customer data within Shopify. In-store and online purchase history, loyalty activity and rewards all feed into a single, unified view of the customer. By syncing with Shopify, this data can then be displayed in real time, natively in the app, giving customers an up-to-date snapshot of their relationship with the brand.

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It's a fantastic example of "unified commerce" in action and what can be achieved when Shopify acts as the single source of truth on customer data. Practically, it's an incredibly convenient way for Astrid & Miyu customers to be rewarded for shopping in-store and redeem loyalty perks.

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Driving in-store visits with geo-located push notifications

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Astrid & Miyu also wanted to extend their app beyond just loyalty to further drive in-store visits. Working with them, we built out a geo-located push notification system to help drive footfall.

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When customers are near a boutique, the app automatically sends a subtle reminder, encouraging them to step inside and explore. It’s a simple but powerful feature that helps drive spontaneous store visits as shoppers pass by the locations.

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Check out the below video to see geo-pushes in action at Astrid & Miyu's flagship store on Carnaby Street, Soho.

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Astrid & Miyu aren’t the only retailer using their app to bridge the gap between digital and physical retail. The high-end Swedish fashion brand TOTEME has also worked closely with us over the past few years to evolve their app into a personalised loyalty experience designed to drive in-store shopping.

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TOTEME: Elevating exclusivity with app-led loyalty

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TOTEME’s loyalty program, ℅ TOTEME (pronounced “Care of TOTEME”), is a members-only area that acts as a digital luxury concierge. Here, users can book personal styling appointments, browse curated style guides, locate their nearest atelier or “Ask the Concierge” for tailored fashion advice.

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This functionality is segmented based on customer tier, with higher-tier members gaining access to more exclusive features such as in-store appointment booking & private stylist appointments.

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For a brand like TOTEME, this creates a sense of exclusivity and personal service. It is an elevated way to offer loyalty that strengthens both online and in-store sales.

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Once again, this is powered by innovations in the way customer data is centralised in Shopify. TOTEME can segment access by loyalty tier using Shopify tags and tailor the app’s content and functionality for different customer groups with the Venn Apps CMS.

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This has allowed the brand to move beyond a traditional points-based system, creating a loyalty experience that feels refined, personal and effortlessly blends in-store retail with the online experience.

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With TOTEME’s most loyal customers shopping through the app, it’s become the perfect home for a loyalty program that deepens engagement and drives footfall to stores.

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The app at the centre of unified commerce
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More of the most ambitious Shopify brands are embracing omnichannel retail, powered by innovations within Shopify. These brands are recognising the opportunity to create a connected, elevated shopping experience that bridges online and offline worlds.

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Unified commerce makes this possible by bringing customer data, sales and loyalty together in one place. It allows brands to deliver experiences that feel consistent and personal, whether a customer is shopping online or visiting a store.
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Mobile apps sit right at the heart of this shift. They live in the customer’s pocket, carry the brand wherever they go, and can power every part of the omnichannel journey. From loyalty and personalisation to in-store engagement, the app is what ties everything together.
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For brands like Astrid & Miyu and TOTEME, it has become more than just another sales channel. It is the bridge between digital and physical retail, and a powerful way to build deeper relationships with their most loyal customers.

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If you’re ready to explore how your brand can deliver omnichannel experiences through a mobile app, get in touch with Venn Apps today.