Omnichannel – what is it and how does it work?

Today, customers move freely between different channels, expecting the brand to keep up with them regardless of whether they are shopping online, using a mobile app, browsing social media or visiting a brick-and-mortar store.

This is where omnichannel comes in – an approach that changes the way we think about marketing, communication and customer experience by combining all touchpoints into a single, coherent whole.

Omnichannel is not just another buzzword in marketing or a simple extension of multichannel sales. Omnichannel is a well-thought-out model in which the integration of various communication and sales channels, as well as data and marketing activities, allows you to provide customers with a consistent shopping experience both online and offline. The customer feels that the brand ‘remembers’ them at every point of contact, regardless of the channel they choose.

In the rest of this article, we will explain step by step:

• what exactly omnichannel is,
• how it differs from multichannel marketing,
• why the omnichannel strategy has become the foundation of a modern marketing strategy focused on customer engagement, positive brand image and increased sales.

What is omnichannel?

Omnichannel is a strategy that integrates all available sales and communication channels into a single, cohesive ecosystem based on customer data. In practice, this means that omnichannel combines different channels – from online shops, through social media and mobile applications, to brick-and-mortar shops – in such a way that the customer always receives a consistent experience, regardless of the place and time of contact with the brand.

In the omnichannel model, the customer experience is key, not the channel itself. Today's customers expect brands to recognise their needs, purchase history and preferences both online and offline, offering a seamless transition between different sales channels.

Omnichannel marketing uses data, automation and sales channel integration to ensure that the customer feels a continuity of communication and service at every stage of the Customer Journey.

Unlike multichannel sales, where sales channels operate independently, the omnichannel approach assumes full integration of different sales channels, consistent communication and centralised data management. This makes omnichannel an important element of e-commerce and retail sales strategies.

Benefits of an omnichannel strategy in eCommerce

Using an omnichannel approach in eCommerce increases sales and customer engagement through a consistent shopping experience at all touchpoints. This allows customers to start shopping online, continue with a mobile app, and finish at a brick-and-mortar shop of their choice without losing context or data.

Implementing an omnichannel strategy in e-commerce allows you to make better use of different sales channels, personalise marketing activities, reach new customers more effectively, and identify them more efficiently.

Data-driven omnichannel marketing enables you to precisely tailor messages to your target audience and provide personalised product recommendations, which translates into a better customer experience and higher sales results.

An additional benefit is a consistent brand image and easier customer loyalty and retention. Customers who can buy products both online (across multiple channels) and offline are more likely to return and show greater loyalty to the brand.

See also: What is e-commerce? >>>

Consistent shopping experience

A consistent shopping experience means that the customer feels the same quality of service, communication and offer across all channels. In omnichannel, it does not matter whether the customer browses the website, contacts customer service on social media or makes a purchase in a brick-and-mortar store – the experience should remain uniform and consistent.

Omnichannel ensures a consistent experience by integrating sales channels, data and processes such as inventory and returns handling. This means that the customer does not encounter conflicting information, and the brand builds trust and positive experiences at every stage.

Well-designed shopping experiences support sales, reinforce a positive brand image and have a real impact on customer loyalty. It is this consistency that makes omnichannel the foundation of an effective marketing strategy in modern e-commerce.

Omnichannel + Marketing Automation = better results in e-commerce

The combination of omnichannel and Marketing Automation allows you to automatically deliver a consistent and personalised customer experience across all channels, i.e.:

• mobile application
• online store
  • onsite: pop-up windows / product recommendation frames
• brick-and-mortar store + card / application
• SMS / MMS
• e-mail
• Web Push / App Push notifications

In practice, this means that marketing activities are triggered based on actual customer behaviour – online purchases, visits to the online store, interactions with e-mails or contacts with customer service – rather than individual, isolated campaigns or data.

Marketing Automation strengthens omnichannel marketing because it enables centralised management of data, purchase history and customer preferences. This makes the customer feel that the brand is responding to their needs in real time, offering a consistent shopping experience both online and offline, regardless of which channels they use.

In e-commerce, this approach translates directly into increased sales and higher customer engagement.

Marketing automation supports the implementation of omnichannel strategies, simplifies the scaling of marketing activities and helps build long-term customer loyalty, making it an integral part of modern marketing.

Read also: KPI – what is it? What are Key Performance Indicators? >>>

Omnichannel: how to understand sales channels and touchpoints?

In omnichannel, sales channels and touchpoints form a single, connected ecosystem in which the customer moves freely and without disruption. This means that different sales channels do not function separately, but are pieces of a single puzzle.

In the omnichannel model, each touchpoint is a source of customer data and, at the same time, a place to build experiences.

This approach allows companies to better tailor their marketing strategy to the real needs of their customers, increase their engagement and manage sales more effectively. Touchpoints cease to be a barrier and begin to support a consistent shopping experience throughout the entire purchase journey.

Online and offline without friction: where does the smooth transition occur?

A seamless omnichannel transition occurs where the boundary between online and offline becomes invisible to the customer. This happens when a customer can order products online in eCommerce, check product availability in a selected brick-and-mortar store, and finally pick up their order or check the product at a brick-and-mortar point of sale.

Omnichannel eliminates friction through the integration of sales channels, consistent inventory levels and uniform customer service policies. The customer feels comfortable because the information is consistent across all channels and the purchasing process remains simple and predictable both online and offline.

Omnichannel marketing vs multichannel marketing

The difference between omnichannel and multichannel marketing lies in the level of integration and consistency of the customer experience.

In multichannel marketing, a brand operates across different channels simultaneously, but without full data and communication synchronisation, while omnichannel marketing combines all channels into one cohesive system based on customer data.

In the multichannel approach, sales channels operate side by side – e-commerce, social media, email marketing, content marketing and personal sales – each pursuing their own goals.

In the omnichannel model, we focus on the customer and their shopping experience, ensuring consistency at every stage of contact, regardless of whether the customer buys in an online shop, a brick-and-mortar shop or via mobile applications.

Differences between multichannel and omnichannel

Area	Multichannel marketing	Omnichannel marketing
Approach to channels	Different channels operate independently	Full integration of sales channels
Customer experience	Inconsistent, depending on the chosen communication channel	Consistent shopping experience
Customer data	Scattered across different systems	Central database of customer preferences and behaviour
Personalisation	Limited, channel-based	Advanced, based on the omnichannel model
Online and offline integration	None or minimal	Full online and offline synchronisation
Customer service	Different standards	One customer service standard
Impact on sales	Short-term	Increased sales and customer loyalty
Brand image	Inconsistent	Consistent and positive brand image

Omnichannel is not only about a greater number of sales channels, but above all about their conscious integration. It is this difference that makes omnichannel better respond to the needs and expectations that today's customers have of brands operating in retail and e-commerce.

Summary

Omnichannel is an approach that combines all communication and sales channels (online & offline) into a single, consistent, customer-centric ecosystem. By integrating different sales channels, as well as data based on customer behaviour and purchase history, omnichannel allows you to create a consistent shopping experience both online and offline, responding to the real needs of customers.

A well-designed omnichannel strategy and implementation allows you to:

• increase sales,
• build customer engagement
• build loyalty and a positive brand image.

In e-commerce, omnichannel is no longer a competitive advantage, but is becoming a standard that determines the quality and long-term success of sales.

Frequently asked questions (FAQ)

What is an omnichannel?

An omnichannel is any point of contact between a customer and a brand that is part of a consistent, integrated system.

An important element of the omnichannel strategy is that sales channels such as e-commerce, mobile applications, social media, email marketing and brick-and-mortar shops share data and provide a consistent experience.

What is omnichannel e-commerce?

Omnichannel e-commerce is a sales model in which an online store is fully integrated with other sales and communication channels.

With an omnichannel approach, customers can seamlessly switch between online and offline shopping, customer service in different locations, and in-store experiences, while maintaining a consistent shopping experience.

What is omnichannel used for?

Omnichannel is used to create a consistent and convenient customer experience across all channels of contact with the brand.

In practice, omnichannel helps to build brand awareness, increase sales, and build customer loyalty and engagement by better matching their needs and expectations.