If an online store customer visits your brick-and-mortar store, you can guarantee the same price level
Thanks to supporting individual customer discounts, you can sell products at prices corresponding with the discount levels of an online store.
In such case omnichannel sales are highlighted, the customer leaves your point-of-sale satisfied, as the price level is equally attractive. A customer will remind you about including the discount during the next offline visit, e.g. by providing the number of the loyalty card in the point-of-sale.