Swedish retail tech company Touchtech has partnered with Finnish commerce experience platform Nosto to connect online shopping data with physical retail environments.
The collaboration will examine how behavioural and transactional data generated through e-commerce can be used inside stores to enhance product discovery and recommendations.
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Touchtech’s InStore platform provides interactive touchscreen systems installed in physical shops.
These interfaces support “full-assortment discovery, self-service and assisted selling”.
Under the partnership, the in-store systems could incorporate insights produced by Nosto’s technology to improve product search, navigation and recommendations aligned with shopper behaviour and preferences.
Touchtech CEO Deniz Chaban said: “Partnering with Nosto allows us to explore how online customer intelligence can complement the intuitive product discovery and guidance delivered through our InStore application for touchscreens, helping store teams better support customers while creating smoother, more engaging experiences for shoppers.”
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By GlobalDataNosto’s platform analyses purchasing patterns and individual customer preferences to personalise online shopping experiences.
The companies plan to extend similar capabilities to touchscreen interfaces used within stores.
Potential applications include personalised product recommendations, “shop the look” bundles based on browsing history or previous purchases, and alternative suggestions when items are unavailable.
The companies said the collaboration also aligns with retailers adopting unified commerce models that integrate digital and physical retail operations within a single system.
Nosto CEO Jim Löfgren said: “By combining Touchtech’s feature-rich InStore solution with Nosto’s online commerce intelligence, we believe retailers can finally unlock more personalised, relevant, and contextual discovery experiences in-store and across all sales channels that drive real impact on conversion, average order value, and customer lifetime value.”
By connecting customer interactions across online and offline channels, the initiative aims to help retailers develop unified customer profiles and deliver more consistent shopping experiences.
Examples include avoiding recommendations for products already purchased in-store, allowing sales staff to view customer profiles and enabling personalised offers to be printed on receipts.
The partnership will focus on integrating digital in-store tools, point-of-sale systems, and commerce intelligence across retail channels.
