you are talking about different customer experience in store and online channels (eCommerce website, mobile app, social media etc.. ). To give seamless customer experience on different channels retail organization need to focus on their production information management mechanism. Segregate unique data channel wise (online, in store and customer support). Omni-channel strategy enables customers to get the same experience everywhere and make their purchase via their choice of channel without any delay. Product information management, digital asset management, CMS and CRM are the key platforms to implement a robust Omni-channel strategy.
I hope this will help.