We drew a map of all customer touchpoints and defined what data needs to be collected, where the data should be stored and in which channels the data should be used. Multiple specialized tools for collecting, storing, analyzing and using customer data have been taken into use and integrated, so that a unified omnichannel customer experience could be built. New marketing actions and services are constantly piloted at low cost and the effective ones are connected as a part of the martech stack. During the fall of 2016 we piloted in-store customer activation using a physically installed beacon solution and a mobile app. The participating customers were recognized when they entered the shopping centre, and an automated SMS message was immediately sent containing weekly special offers. The customer behavior in the pilot was verified through in-store analytics.