Tim Mason, CEO of digital marketing technology company Eagle Eye, has released a new book, Omnichannel Retail: How to build winning stores in a digital world, a guide for retailers to successfully use online marketing for their brick-and-mortar stores.

The book aims to teach consumer-facing brands how to correctly implement digital marketing to drive customer loyalty and revenue not only online, but in physical stores as well.

Mason, who previously served as CMO and deputy CEO of retail chain Tesco, outlines his industry experience using digital trends and reiterates that digitalization is not something to fear, but to embrace. Mason explains that 90 per cent of shopping transactions still completed in a physical store, but that retail still needs a “mobile makeover”.

Omnichannel Retail: How to build winning stores in a digital world was co-written by Eagle Eye’s head of industry insight, Maya Knights, who is a retail technology expert and best-selling author. Maya emphasizes the importance of digitally connecting with customers and forming a unique relationship to drive loyalty.

Eagle Eye Solutions Group is a SaaS technology company that works with brands to digitally connect with customers using personalized marketing tactics like coupons, loyalty points, and apps.