Today’s customers interact with brands across many channels—websites, mobile apps, physical stores, email, SMS, and social media. They expect a seamless, personalised, and consistent experience every time. To meet this demand, companies need a well-structured omnichannel marketing technology stack—a collection of tools that help gather, integrate, and automate customer data and engagement across all platforms.
This article explains what an omnichannel tech stack is, explores its core components, highlights real brand examples, and discusses future trends. It also shares practical steps for businesses looking to build a stack that drives better marketing, stronger customer relationships, and improved return on investment.
1. What Is an Omnichannel Technology Stack?
An omnichannel technology stack is a group of connected software tools and platforms used to deliver unified customer experiences across multiple channels. These tools help brands:
- Collect customer data from various sources
- Unify and manage data in one place
- Automate marketing messages and campaigns
- Track customer behaviour in real time
- Analyse performance across touchpoints
The goal is to break down silos between platforms and departments, ensuring that every interaction is informed, personalised, and consistent (Verhoef et al., 2015).
2. Core Tools for Integration and Automation
a. Customer Data Platforms (CDPs)
CDPs collect and unify customer data from multiple sources—such as websites, mobile apps, email campaigns, and point-of-sale systems—into a single customer profile (Gartner, 2023). They are crucial for real-time personalisation.
Examples:
- Segment: Offers advanced event tracking and integration with over 300 tools.
- Salesforce Data Cloud: Connects customer data across sales, service, and marketing.
- BlueConic: Known for real-time customer segmentation.
78% of companies using a CDP report better data management and improved campaign targeting (CDP Institute, 2023).
b. Customer Relationship Management (CRM) Systems
CRMs store and manage customer interactions, including emails, purchases, support history, and lead stages. CRMs ensure every department can access the same customer data and maintain a consistent experience.
Examples:
- HubSpot CRM: Easy to use with strong marketing integration.
- Zoho CRM: Offers customisation for small to mid-sized businesses.
- Salesforce Sales Cloud: Scalable and robust for enterprise teams.
Using a CRM improves customer retention by up to 27% and sales productivity by 29% (Nucleus Research, 2023).
c. Marketing Automation Platforms
These tools automate marketing messages and actions across channels like email, SMS, social media, and push notifications. Automations are usually triggered by customer behaviour or data updates.
Examples:
- Mailchimp: Ideal for small businesses and email marketing.
- Klaviyo: Powerful for eCommerce brands using Shopify or Magento.
- ActiveCampaign: Advanced automation and CRM functionality.
45% of marketers say automation improves customer engagement and campaign ROI (Statista, 2023).
d. Integration and Workflow Tools
These tools allow businesses to connect different platforms and automate workflows without writing code.
Examples:
- Zapier: Connects thousands of apps with simple “if-this-then-that” workflows.
- Make (Integromat): Supports complex workflows with filters and conditions.
- Workato: An enterprise-grade integration platform with pre-built connectors.
Integration tools help reduce repetitive tasks and boost operational efficiency (Forrester, 2022).
e. Analytics and Attribution Tools
These tools track how customers interact with your channels, and help you understand which marketing efforts lead to conversions.
Examples:
- Google Analytics 4: Tracks behaviour across web and mobile.
- Mixpanel: Focused on product analytics and retention.
- Adobe Analytics: Offers enterprise-level, real-time insights.
Marketers using advanced analytics are 58% more likely to exceed revenue goals (Salesforce, 2023).
3. How to Build a Tech Stack Step-by-Step
Step 1: Map the Customer Journey
Identify every touchpoint where customers interact with your brand—search engines, email, website, store visits, customer service, etc.
Step 2: Audit Your Existing Tools
List what tools you already use, what data they collect, and where they fall short in integration or personalisation.
Step 3: Choose Tools That Integrate Easily
Select platforms that have open APIs, built-in connectors, or native integrations to ensure seamless data flow.
Step 4: Unify Your Data
Centralise your customer data using a CDP or CRM that integrates across marketing, sales, and service platforms.
Step 5: Automate Smartly
Set up workflows and campaigns that respond to real-time customer actions. Start with small automations and scale as needed.
Step 6: Train Your Teams
Ensure staff can use the tools effectively. Offer training and documentation to improve adoption and reduce human error.
4. Challenges and How to Overcome Them
a. Data Silos
When different departments use separate tools, data stays fragmented.
Fix: Use platforms like Segment or Salesforce Customer 360 to integrate and synchronise data sources.
b. High Implementation Costs
Enterprise platforms can be costly, especially when paying for unused features.
Fix: Start with scalable, modular tools like HubSpot, Klaviyo, or Zoho CRM, which can grow with your business.
c. Lack of Team Collaboration
If marketing, sales, and service teams don’t align, omnichannel efforts fail.
Fix: Use shared dashboards and unify KPIs to keep all teams focused on the customer.
d. Security and Privacy Issues
Using customer data across systems increases risk. Regulatory laws like GDPR and CCPA must be followed.
Fix: Use tools that are GDPR-compliant, allow data consent management, and regularly audit data handling practices.
5. Case Studies: Brands Using Effective Tech Stacks
Sephora
- Uses a CDP to combine online and in-store behaviour.
- CRM connects customer preferences to in-store advisors via mobile devices.
- Sends personalised promotions based on browsing and purchase history.
Outcome: Increased conversion rates and repeat purchases (Forrester, 2021).
Amazon
- Uses a custom CDP and recommendation engine.
- Connects customer data across Alexa, website, and app.
- Delivers personalised shopping suggestions and reminders.
Outcome: Over 35% of revenue driven by AI-powered product recommendations (McKinsey & Company, 2023).
Disney
- Integrates CRM, app, MagicBands, and website data to enhance guest experiences.
- MagicBands allow guests to check in, make payments, and access rides.
- Mobile app connects reservations, maps, and live wait times.
Outcome: Improved customer satisfaction and time spent on property (Accenture, 2022).
6. Trends Shaping the Future of Omnichannel Technology
a. AI-Powered Personalisation
AI allows brands to tailor content, timing, and offers based on real-time behaviour and preferences.
b. Predictive Analytics
Brands are using machine learning to forecast customer actions—like when someone is likely to churn or purchase again.
c. Voice and Conversational Interfaces
Voice assistants and chatbots are becoming key engagement points. Omnichannel stacks will need to include voice data integrations.
d. First-Party Data Strategies
With third-party cookies disappearing, companies are shifting toward collecting consent-based, first-party data through CRMs and loyalty programs.
e. Unified Experience Platforms
Vendors are combining CDP, automation, CRM, and analytics into a single experience platform (e.g., Salesforce Customer 360, Adobe Experience Cloud).
Note
To meet customer expectations in 2025 and beyond, businesses must move beyond traditional multichannel marketing and embrace an integrated omnichannel strategy. The right tech stack enables data sharing, personalisation, and automation—driving both customer satisfaction and business growth.
Start by understanding your customer journey. Then, choose tools that scale and integrate smoothly. Finally, keep your team trained and your systems aligned. With the right foundation, you’ll not only keep up—you’ll lead the way in delivering exceptional customer experiences.
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References
Accenture. (2022). Disney: Using tech to transform customer experiences. Retrieved from https://www.accenture.com
CDP Institute. (2023). CDP Industry Update 2023. Retrieved from https://www.cdpinstitute.org
Forrester. (2021). Sephora’s Omnichannel Strategy. Retrieved from https://go.forrester.com
Gartner. (2023). Customer Data Platform (CDP) Market Guide. Retrieved from https://www.gartner.com/en/documents/4001475
McKinsey & Company. (2023). Personalization: From promise to reality. Retrieved from https://www.mckinsey.com
Nucleus Research. (2023). CRM pays back $8.71 for every dollar spent. Retrieved from https://nucleusresearch.com
Salesforce. (2023). State of Marketing, 9th Edition. Retrieved from https://www.salesforce.com/resources/research-reports/state-of-marketing/
Statista. (2023). Impact of Marketing Automation on ROI. Retrieved from https://www.statista.com
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
