As customer expectations continue to evolve, hardware and home improvement retailers are under increasing pressure to deliver seamless, connected shopping experiences both online and in-store.
That was the focus of a recent webinar hosted in partnership with Hardware Association Ireland, where Magico and Segmentify explored how connected commerce, ecommerce integrations, and customer data are helping retailers create better shopping experiences while driving measurable growth.
For many retailers, the challenge is no longer whether ecommerce matters, it’s how to create an experience that feels connected across every customer touchpoint.
Customers Are Already Shopping Across Channels
Today’s retail journey rarely starts in-store.
Customers are researching products online, comparing prices, checking stock availability, reading reviews, and looking for inspiration before they ever walk through a shop door. Even trade customers who regularly visit physical stores are increasingly relying on digital touchpoints to support purchasing decisions.
For retailers, this creates a major opportunity. Every customer interaction generates valuable data:
- Products searched online
- Categories browsed
- Emails opened
- Ads clicked
- Products viewed repeatedly
- Purchases made online or in-store
- Abandoned baskets and incomplete journeys
The retailers gaining an advantage today are the ones using that information to create more personalised and connected experiences.
What Connected Commerce Actually Means
Connected commerce is about removing the gaps between systems, channels, and customer experiences.
Rather than operating ecommerce, email marketing, product recommendations, loyalty systems, and in-store experiences separately, connected commerce brings everything together through shared data and integrations. At Magico, we see this as a big opportunity for our retailers.
When systems are connected effectively, retailers can:
- Deliver more personalised shopping experiences
- Improve product discovery
- Increase conversion rates
- Grow average order value
- Create stronger customer loyalty
- Reduce friction throughout the buying journey
Most importantly, connected commerce allows retailers to deliver the type of seamless experience customers now expect from leading ecommerce brands.
The Problem with Disconnected Retail Systems
Many retailers already have the tools they need, but those tools often operate in isolation.
It’s common to see separate platforms managing:
- Ecommerce websites
- Email marketing
- Search functionality
- Product recommendations
- Loyalty programmes
- ERP systems
- Paid advertising
- Customer support
When these systems don’t communicate properly, valuable customer insight gets lost.
For example:
- A customer searches for products online, but that behaviour never informs email campaigns.
- Someone clicks through a promotion for outdoor products, but the website experience remains generic.
- A customer purchases in-store, but their ecommerce profile doesn’t reflect that activity.
Disconnected systems create fragmented experiences for customers and missed opportunities for retailers.
Turning Customer Data into Revenue
One of the key themes discussed during the webinar was how retailers can make better use of the customer data they already have. Retailers don’t necessarily need more tools, they need better-connected tools. When customer behaviour is connected across platforms, retailers can create smarter experiences such as:
1. Personalised Product Recommendations
Using browsing and purchasing behaviour, retailers can automatically recommend relevant complementary products.
For example:
- A customer buying a drill can be shown compatible drill bits and accessories
- A shopper browsing paint products can receive recommendations for brushes, tape, and preparation materials
- Customers researching garden projects can be served related outdoor products and seasonal recommendations
This mirrors the consultative experience customers receive in-store while scaling it across ecommerce.
2. Smarter Product Bundling
Connected commerce also enables dynamic product bundling. Rather than relying on fixed product sets, retailers can use customer intent and behavioural data to build more relevant product combinations automatically. For hardware retailers, this is particularly valuable. Customers often shop based on projects rather than individual products. Whether they’re painting a room, repairing equipment, or starting a DIY project, connected systems can help guide them towards everything they need in one journey.
The result is:
- Higher average order values
- Improved customer convenience
- Better shopping experiences
- Increased conversion opportunities
3. Ecommerce Search Has Become a Revenue Driver
Search functionality has evolved significantly in recent years. Traditional ecommerce search focused purely on helping customers locate products.
Modern search experiences are now designed to:
- Personalise results
- Predict customer intent
- Improve product discovery
- Surface relevant recommendations automatically
- Adapt based on customer behaviour
For retailers with large catalogues, this is becoming increasingly important. Customers expect fast, relevant, intuitive experience, particularly on mobile devices. AI-powered search and recommendation technology is helping retailers create more intelligent ecommerce journeys that increase engagement and reduce friction.
Why This Matters for Hardware Retailers
Hardware and home improvement retail comes with unique complexity.
Retailers often manage:
- Large product catalogues
- Technical product information
- Seasonal buying behaviour
- Project-based purchasing journeys
- Both trade and consumer customers
- Online and in-store experiences simultaneously
Connected commerce helps simplify these challenges.
By integrating ecommerce systems, customer data, and personalisation tools, retailers can create more relevant experiences while operating more efficiently. Importantly, these strategies are no longer reserved for major online marketplaces. The technology is now accessible to independent and mid-sized retailers looking to strengthen customer relationships and compete more effectively online.
The Opportunity Ahead
The biggest takeaway from the webinar was simple: Retailers already have valuable customer data. The opportunity lies in connecting it.
As ecommerce continues to evolve, retailers who invest in connected customer experiences will be better positioned to:
- Improve conversion rates
- Increase customer loyalty
- Drive repeat purchases
- Create more seamless omnichannel journeys
- Unlock new growth opportunities
At Magico, we help retailers connect their systems, enhance ecommerce experiences, and build scalable digital strategies designed for long-term growth. Connected commerce is no longer something for the future, it is now an essential part of modern retail success. Whether you are planning a replatform project, looking to strengthen your online presence, or exploring new growth opportunities, our team is always happy to support retailers at every stage of their ecommerce journey.
Watch the Webinar at HAI Business Support Webinar Series April 2026: Magico and Segmentify | Videos & Movies on Vimeo
