Michael Osborne, CEO of SmarterHQ, knows all too well the challenges for retailers trying to marry in-store and online data to get a full picture of their customers.

He frequently talks with retailers who know that breaking through the barriers separating digital from brick-and-mortar data is vital to keeping up with consumers’ increasing demands during a period of digital transformation.

Often, other priorities get in the way of building a seamless system, meaning the customer experience those retailers offer is less than ideal. We caught up with Osborne at Shop.org in the fall. He’s the latest installment of BloomReach University, Video Campus.

Mike Cassidy is BloomReach’s storyteller. Contact him at mike.cassidy@bloomreach.com; follow him on Twitter at @mikecassidy.