Examples
- Buying online and picking up in store, with stock shown in real time
- A cart saved on a phone that is still there on a laptop
- Customer service that can see recent orders and conversations
- Emails and ads based on what someone browsed or bought in any channel
- The same prices, offers and loyalty points everywhere
Omnichannel vs multichannel
Multichannel means being present in several channels, often run separately. Omnichannel connects them around the customer, with shared data and consistent service.
What it takes
- Unified customer data, from a CRM or customer data platform
- Connected systems for stock, orders and service
- Consistent branding and messaging
- Measurement that credits each channel for its part in the journey, not just the last click