In today’s fast-changing digital environment, customers interact with brands across many channels—websites, mobile apps, social media, emails, physical stores, and more. To meet their rising expectations, businesses must shift from simply being present on multiple channels (multichannel marketing) to creating a unified customer experience across all channels—this is the core of omnichannel marketing.
This article explains the differences between multichannel and omnichannel marketing, the reasons for transitioning to omnichannel, and practical steps for delivering seamless and personalised journeys that drive customer satisfaction and loyalty.
Understanding the Difference: Multichannel vs. Omnichannel
What Is Multichannel Marketing?
Multichannel marketing refers to a brand’s use of several communication platforms—such as email, social media, website, SMS, and physical stores—to engage with customers. Each channel works independently, and there is often no data or strategy connection between them (Chaffey & Smith, 2022). As a result, the customer may experience gaps or inconsistencies when switching between channels.
Example: A customer adds a product to their online shopping cart but later visits the store and finds no continuity or record of that interest.
What Is Omnichannel Marketing?
Omnichannel marketing goes beyond using multiple channels. It integrates them to create a seamless, consistent, and personalised experience across every customer touchpoint. Whether a customer shops online, visits a store, or contacts customer service, the interaction is informed by all previous actions and preferences (Verhoef et al., 2015).
Example: A customer browses running shoes on a brand’s website. Later, they receive an email with a discount offer on those same shoes and visit the store, where staff are aware of their interest and provide personalised service.
Why Brands Should Move Toward Omnichannel
1. Rising Customer Expectations
Today’s customers expect companies to know their needs and provide consistent service across channels. According to Salesforce (2023), 73% of customers expect companies to understand their unique needs, and 62% say experiences with one brand affect their expectations of others.
2. Higher Customer Retention and Loyalty
Businesses that use omnichannel strategies retain 89% of their customers, compared to only 33% for those with weak omnichannel engagement (Invesp, 2023). Omnichannel builds trust by making customers feel recognised and valued throughout their journey.
3. Increased Spending and Engagement
Omnichannel customers spend 10% more online and 4% more in physical stores compared to single-channel users (HBR, 2017). They also engage more frequently with brands and are more likely to recommend them to others.
Key Elements of a Seamless Omnichannel Journey
1. Unified Customer Data
An omnichannel strategy starts with collecting and combining customer data across all platforms. A centralised Customer Relationship Management (CRM) tool such as Salesforce Customer 360 or HubSpot CRM helps store behavioural, transactional, and demographic data to better personalise experiences (Chen et al., 2021).
2. Consistent Messaging and Brand Identity
Every customer touchpoint—whether it’s a website, mobile app, social media ad, or in-store interaction—should reflect the same brand tone, values, and visuals. Inconsistencies can confuse or frustrate users and reduce trust.
3. Cross-Channel Integration
To ensure a smooth journey, technology systems must be connected. For instance:
- Your POS system should update your CRM in real time.
- Your email campaigns should reflect recent browsing or purchase history.
- Your customer support team should access previous service interactions regardless of the channel.
Integration tools like Zapier and Segment help connect platforms and sync data across systems.
4. Real-Time Personalisation
Using AI-driven platforms such as Dynamic Yield or Adobe Target, marketers can dynamically adjust offers and content based on real-time behaviours—like pages visited, items abandoned in cart, or product preferences (Lemon & Verhoef, 2016).
Leading Brands with Omnichannel Success
Starbucks
Starbucks integrates its app, website, and stores to enhance the customer journey:
- Customers can order and pay in advance via the app.
- Points and rewards are collected regardless of where they shop.
- Offers are personalised based on purchase history.
This strategy improved loyalty and sales, and helped Starbucks become one of the top examples of successful omnichannel implementation (Accenture, 2020).
Sephora
Sephora uses customer data to link online and offline experiences:
- In-store staff use tablets to access customer profiles.
- Customers can use the app to check product reviews in-store.
- All purchases are logged into one account, syncing rewards and preferences.
This omnichannel approach helped boost customer engagement and lifetime value (Forrester, 2021).
Nike
Nike connects its digital ecosystem with physical stores:
- Shoppers can reserve products online and try them in-store.
- The Nike app tracks browsing history and preferences.
- In-store staff receive insights to provide tailored recommendations.
This led to a strong increase in direct-to-consumer sales, with digital channels contributing over 25% of total revenue in recent years (Nike Inc., 2023).
Common Challenges in Omnichannel Implementation
1. Siloed Systems
Many businesses store data in separate tools, making it difficult to get a full view of the customer. Integrating systems often requires significant technical work and investment.
2. Lack of Cross-Functional Collaboration
Omnichannel success requires marketing, sales, support, and IT teams to work together. Without shared goals and coordinated efforts, the experience can fall apart.
3. Complexity and Costs
While the long-term return is positive, setting up an omnichannel strategy requires resources for:
- System integration
- Staff training
- Data privacy compliance
- Regular maintenance and updates
Steps to Shift from Multichannel to Omnichannel
Step 1: Audit Your Channels and Touchpoints
List all current customer interaction points. Identify where gaps, friction, or inconsistencies occur.
Step 2: Invest in a Centralised CRM System
Select a platform like Zoho CRM or Freshsales to unify customer data across departments.
Step 3: Align Brand Messaging Across Channels
Use a brand guide to standardise tone, colours, imagery, and core messages. Make sure these elements are reflected in every customer communication.
Step 4: Connect and Automate Systems
Use automation tools like:
- Mailchimp for behavioural email triggers
- Klaviyo for eCommerce automation
- ActiveCampaign for journey-building
These tools allow for consistent messaging based on user behaviour.
Step 5: Train and Empower Teams
Provide training on how to use data, CRM tools, and automation platforms. Encourage collaboration across departments to ensure everyone is aligned on goals and responsibilities.
The Future of Omnichannel Marketing
As new technologies emerge, omnichannel marketing will evolve further. Key trends to watch include:
- Conversational commerce: Using chatbots and voice assistants to drive purchases.
- Hyper-personalisation: Real-time adjustments using AI and machine learning.
- Connected devices: Using IoT and wearable tech to bridge physical and digital experiences.
- Sustainable integration: Aligning eco-conscious values with seamless shopping journeys.
Customers will continue to expect faster, easier, and more personalised experiences, and brands that adapt will lead the market.
Note
The journey from multichannel to omnichannel is no longer optional—it is necessary. Customers demand experiences that are connected, consistent, and convenient across all platforms. Businesses that make the shift successfully enjoy stronger engagement, higher loyalty, and increased revenue.
While the transition takes effort, the benefits of omnichannel marketing—both for customers and companies—are well worth the investment.
Start by understanding your customer journey, unify your data, and connect your systems. The future belongs to brands that treat each interaction as part of one continuous relationship, not a series of disconnected messages.
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References
Accenture. (2020). Starbucks: Brewing a Stronger Connection with Customers. Retrieved from https://www.accenture.com/us-en/success-starbucks-customer-connection
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing and integrating online marketing (6th ed.). Routledge.
Chen, J., Guo, J., Hsu, S. H., & Wu, H. Y. (2021). Exploring the role of CRM in omnichannel marketing strategies. Journal of Business Research, 136, 547–557. https://doi.org/10.1016/j.jbusres.2021.06.050
Forrester. (2021). Omnichannel retail trends: Sephora Case Study. Retrieved from https://go.forrester.com
Harvard Business Review. (2017). A study of 46,000 shoppers shows that omnichannel retailing works. Retrieved from https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works
Invesp. (2023). The importance of omnichannel customer engagement. Retrieved from https://www.invespcro.com/blog/omnichannel-customer-engagement/
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Nike Inc. (2023). FY23 Annual Report. Retrieved from https://investors.nike.com
Salesforce. (2023). State of the Connected Customer (5th ed.). Retrieved from https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
