As opposed to multichannel, which begins with the company and moves outward to channels, omnichannel starts with the customer and interacts between channels for a seamless user experience across the buyer’s journey. Omnichannel uses all of your channels to create one integrated experience for your customers. This includes traditional and digital channels, point-of-sale, and in-store and online experiences. The term emphasizes a shift in the way people progress throughout the marketing funnel.
Here are a few examples to illustrate how omnichannel marketing works:
- Customers receiving an email or a text message about a promotion while they are in-store shopping.
- Customers receiving a text about a promotion along with physical coupons left in their mailbox.
- Customers receiving a cart abandonment message reminder via social media and following up with retargeting ads for their abandoned product.