[EN] From Click to Store and Back: How Fielmann Uses AI to Power Omnichannel Journeys

Customers move seamlessly between online shops, in-store consultations, and service touchpoints. At Fielmann, omnichannel is not a vision - it is daily reality at scale. In this talk, we share how we use AI to support and optimize omnichannel customer journeys: from e-commerce and appointment booking to in-store processes and operational automation. Using real-world use cases, we show how AI helps connect digital and physical touchpoints, break down silos, and improve both customer experience and efficiency - along with the key learnings from our journey.