Retail is changing fast. Today, the customer journey no longer follows a straight path from browsing to buying. It moves fluidly across channels, devices and touchpoints. To succeed, retailers must connect with customers wherever they are, with communication that feels personal, secure and effortless.
That was the key message from the recent JT and Soprano Design webinar “From Browsers to Buyers: How to Improve Customer Engagement and Loyalty in the Retail Sector.” JT’s Adnan Suvalija and Soprano’s Dean Withey shared how intelligent multichannel messaging, supported by AI and automation, is transforming retail engagement and turning casual browsers into loyal customers.
Customers no longer want to download a new app or wait for an email response. They expect quick, relevant updates through the channels they already use every day such as SMS, WhatsApp, RCS and Messenger.
This is where a multichannel messaging platform becomes essential. It allows retailers to deliver consistent, secure and personalised communication across every channel while maintaining brand tone and context. As Adnan explained, “SMS is still king for fast, reliable communication, but if you want real engagement you need to meet your customers where they are.”
For example, SMS is ideal for confirmations and one-time passwords, while WhatsApp enables rich two-way interactions such as answering product questions or completing a purchase within the app. By combining both in one omnichannel messaging solution, retailers can create faster and more connected experiences that increase loyalty and sales.
Omnichannel messaging is more than being active on several platforms. It is about orchestrating a consistent, personalised journey across all of them. With cross-channel orchestration, retailers can move a customer seamlessly from an SMS reminder to a WhatsApp chat or from a digital ad to an in-store visit.
Dean described this shift as the rise of conversational commerce, where customers can browse, ask questions and buy all within a single chat thread. Using omnichannel customer messaging, businesses can re-engage shoppers who have abandoned their carts, offer personalised recommendations, or manage loyalty rewards through verified messaging accounts. The result is personalised omnichannel messaging that feels human, relevant and secure.
Artificial intelligence is now central to modern retail communication. The combination of artificial intelligence and automation gives retailers the ability to provide 24/7 support, instant answers and hyper-personalised recommendations without losing the human touch.
This approach, known as intelligent automation or intelligent process automation, uses AI to understand intent and automation to take action. Examples include rescheduling deliveries, handling returns or suggesting complementary products in real time. It is automation that empowers people rather than replacing them.
As Dean noted, “Start with the human need, then use technology to enhance it.” That principle lies at the heart of JT’s approach to intelligent automation solutions and automated intelligence systems for retail.
To make all these channels and automations work together, retailers need a single platform that connects everything. That is what Communications Platform as a Service (CPaaS) provides.
So, what is CPaaS? It is a cloud-based service that enables businesses to embed real-time messaging, voice and video within their existing applications. In other words, it connects your CRM, ecommerce tools and delivery systems with your customer communications, creating a unified experience.
The JT and Soprano CPaaS platform brings this to life by combining:
This creates a multichannel messaging technology stack that helps retailers build trust, reduce friction and improve efficiency from one central location.
Despite the advanced technology, empathy remains at the centre of great communication. Customers can sense when a brand genuinely listens. Cross-channel customer journey orchestration allows scale, but the real differentiator is understanding and care.
Adnan summed it up clearly: “AI is not about replacing humans. It is about empowering them. Retailers who combine empathy with intelligent communication will reduce friction and build long-term loyalty.”
When technology supports rather than replaces human connection, intelligent process automation becomes a tool for better service and stronger relationships.
With the right intelligent automation platform and a trusted partner like JT, retailers can modernise communication without disrupting existing systems.
Retail success now depends on connecting in the right place, at the right time and in the right way. Through intelligent multichannel messaging, AI-driven automation and secure CPaaS integration, retailers can transform one-way updates into meaningful two-way conversations.
The future of retail is not just digital. It is conversational, intelligent and powered by genuine human understanding.
JT and Soprano Design are helping retailers create that future today.