Omnichannel Retail: Patrick Morin's ecommerce Integration

Datmos partnered with Patrick Morin to modernize its retail ecosystem and deliver a seamless omnichannel experience. By integrating Magento 2 with Ogasys ERP, Akeneo PIM, and Bloomreach (Discovery and Engagement), the project unified commerce, product data, and customer activation. Facing fragmented systems and limited personalization capabilities, Patrick Morin transformed its operations into a connected, data-driven platform. The result: +33% web growth from Q1 to Q2 2025 and 6x revenue increase in 2 years.

Services

Ecommerce Strategy B2B | B2C | DTC
Platform Selection & Assessment
User Experience Research
Product Experience Management (PXM)
CRM | CDP and Loyalty
Digital Merchandising

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The Client

Patrick Morin is recognized as one of Quebec's top retailers in the construction and renovation sector, providing quality products and services to consumers and contractors alike.

The Challenge

Overcoming Omnichannel Challenges in Retail
The renovation sector has rapidly evolved with the rise of e-commerce, raising customer expectations for consistency across in-store and online experiences. Patrick Morin faced key omnichannel challenges:

Fragmented product information between physical stores and digital platforms
Inconsistent data quality
Limited visibility into customer behavior.

These gaps led to poor search performance and friction in product discovery, one of the main sources of customer frustration. At the same time, complex inventory and business rules added operational strain. The challenge was not only technological, but strategic: unify data, align channels, and leverage customer insights to deliver a seamless, personalized experience across every touchpoint.

Solution Architecture

Datmos designed and implemented a high-performing, API-driven architecture aligned with customer intent and omnichannel execution. Acting as both strategic advisor and implementation partner, Datmos structured the ecosystem to unify product and customer data across all touchpoints. Akeneo centralizes and enriches product information, while Magento powers the commerce layer, including geolocation for localized experiences. Real-time integrations with Ogasys ERP ensure accurate inventory, pricing, and order management. Bloomreach Discovery drives AI-powered search and merchandising, while Bloomreach Engagement activates customer data for personalized experiences. Together, they create a connected system where product and customer intelligence continuously optimize the path to conversion.

+33%

web growth in a single quarter

revenue increase after 2 years

Multiple platform alignment for Omnichannel Efficiency

Datmos aligned Ogasys ERP, Akeneo PIM, and Adobe-Magento 2 through API integrations to create a stable, high-performing ecosystem capable of handling complex retail operations at scale. This foundation supports promotions, delivery, and in-store pickup while ensuring seamless data flow across systems. Real-time price adjustments enable each branch to stay competitive by reacting instantly to local market conditions. At the experience level, geolocation connects customers to their nearest store, while a unified account enables smooth interaction between online and in-store journeys. Enriched product data further enhances search and discovery, delivering a truly intuitive and connected omnichannel experience.

Building a High-Quality Product Data Foundation

Datmos rebuilt Patrick Morin’s product data foundation to support performance, scalability, and omnichannel consistency. By aligning Akeneo PIM with Ogasys ERP, we structured and enriched over 43,000 product entries through complete data mapping, attribute normalization, and AI-powered content enrichment. Product data was optimized for SEO, on-site search, and merchandising, while reducing manual processes to improve speed and accuracy.

At the experience level, enhanced product presentation now provides real-time visibility into availability, store-level inventory, delivery, and pickup options. This clean, consistent, and enriched data foundation significantly improved product discovery and clarity, resulting in stronger search performance.

43,000

Structured, high-quality product entries

+30%

conversion on enriched products

An intuitive and omnichannel experience

Datmos approached search as a core component of the user experience, starting with in-depth UX research and continuous customer feedback. Through biannual user surveys and behavioral analysis, we identified search as a major friction point, despite being used by nearly 80% of customers. The legacy ElasticSearch-based tool lacked relevance, leading to frustration and lost conversions.

To address this, Datmos implemented Bloomreach Discovery, selecting it for its AI capabilities and intuitive merchandising interface. Integrated with enriched PIM data and powered by real-time behavioral signals, the new search experience was rebuilt around how customers actually think and shop. Advanced synonym management, bilingual and trade-specific vocabulary, and dynamic merchandising rules now ensure highly relevant results, delivering a faster, more intuitive, and conversion-driven experience.

80%

Adoption rate of search tool

36%

spike in search conversion rate

Activating Customer Data for Personalization at Scale

Datmos unified customer data, product data, and behavioral signals to transform how Patrick Morin engages customers across channels. By implementing Bloomreach Engagement as the CRM and CDP layer, we enabled advanced segmentation based on project type, intent, location, and purchase behavior. This data is seamlessly connected with Bloomreach Discovery, allowing segments to directly inform search, merchandising, and on-site experiences without technical complexity.

Personalization extends beyond logged-in users, leveraging signals such as preferred store and browsing behavior to dynamically highlight locally available products and support ROPO (Research Online, Purchase Offline) journeys. Marketing activation is powered by real-time product and customer data, ensuring relevance at every touchpoint.

Result: 52% of e-commerce revenue is driven by personalized campaigns

Results & Business Impact

Patrick Morin’s transformation demonstrates how the right combination of strategy, data, and technology can turn retail complexity into a competitive advantage. By building a solid infrastructure, centralizing product data, and activating customer insights, Datmos enabled a seamless omnichannel experience aligned with modern consumer expectations. The platform not only improved operational efficiency and product discovery but also unlocked measurable growth, including +33% web growth from Q1 to Q2 2025. Today, Patrick Morin is equipped with a scalable, data-driven ecosystem designed to continuously evolve with its customers and market demands.

Datmos designs and implements full commerce stacks. Our goal : every layer, from product data and platform to customer intelligence and personalization, work together to maximize your growth and their loyalty. For complex retail operations managing thousands of SKUs, multiple systems, and rising customer expectations, we bring the strategy and technical depth to make it perform.

Explore more of our work with great organizations like SUNEX Tools, Casper Mattress, and Steelcase.

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How a Hardware Retailer Unified 43,000 Products Across Commerce, PIM and CRM