What is Omnichannel?

Omnichannel is a marketing strategy in which all channels, online and offline, are fully aligned, so the customer gets a consistent, integrated experience whichever channel they use. Omnichannel goes further than multichannel: it is not just about being present on several channels, but about the connection between those channels.

Omnichannel versus multichannel

With multichannel you serve customers through several channels that operate separately. With omnichannel those channels are integrated: a customer who puts a product in their basket on mobile can check out later on desktop and find the same basket there. The customer journey flows smoothly through all touchpoints.

Omnichannel and data

Omnichannel requires a unified customer profile: one data source that tracks all of a customer’s interactions across channels. Attribution becomes more complex, but also more relevant for understanding the real CLV.

Omnichannel in practice

A customer sees a Meta ad, visits the website, receives a drip email, sees a remarketing ad and finally buys. Every touchpoint reinforces the previous one: that is omnichannel.

Is omnichannel only for large companies?

No. Smaller businesses can implement omnichannel too, with the right tools and strategy.

How do I start with omnichannel?

Start with one unified customer database and make sure your branding is consistent across all channels. More at developers.google.com/search.