Multichannel & Omnichannel Marketing

The Role of Mobile in Omnichannel Strategy: Bridging Online and Offline

Explore the role of mobile in omnichannel strategy and how it bridges online and offline customer experiences for enhanced engagement.

Tie Soben
By
Tie Soben
8 Min Read
Mobile devices have become the backbone of the modern consumer journey, serving as a constant link between digital interactions and physical experiences. Whether browsing a product, visiting a store, or receiving a post-purchase message, customers expect to move between channels smoothly—with mobile guiding that path. This article examines how mobile enables seamless omnichannel experiences, supports both engagement and conversion, and acts as a bridge between online and offline customer journeys. It highlights key tools, metrics, examples, and trends that marketers can leverage to make mobile a central part of their omnichannel strategy.
It highlights key tools, metrics, examples, and trends that marketers can leverage to make mobile a central part of their omnichannel strategy.
Home » Blog » The Role of Mobile in Omnichannel Strategy: Bridging Online and Offline

Mobile devices have become the backbone of the modern consumer journey, serving as a constant link between digital interactions and physical experiences. Whether browsing a product, visiting a store, or receiving a post-purchase message, customers expect to move between channels smoothly—with mobile guiding that path.

Contents
1. The Importance of Mobile in Omnichannel Strategies2. Mobile as a Bridge Between Online and Offline3. Tactics to Leverage Mobile in Omnichannel4. Mobile Tools for Omnichannel Integration5. Case Studies: Mobile-Enabled Omnichannel Success6. Metrics to Measure Mobile’s Omnichannel Impact7. Overcoming Mobile Integration Challenges8. Trends Shaping the Future of Mobile in OmnichannelReferences

This article examines how mobile enables seamless omnichannel experiences, supports both engagement and conversion, and acts as a bridge between online and offline customer journeys. It highlights key tools, metrics, examples, and trends that marketers can leverage to make mobile a central part of their omnichannel strategy.

1. The Importance of Mobile in Omnichannel Strategies

a. Mobile Dominates Digital Access

Mobile has overtaken desktops as the primary device for online activity. According to Statista (2024), 58.3% of global web traffic comes from mobile devices, with this percentage even higher in developing regions like Southeast Asia.

In omnichannel marketing, mobile:

  • Serves as a first point of contact
  • Supports real-time communication
  • Enables purchase anywhere, anytime

b. Customers Use Mobile Across Touchpoints

According to Google (2023), 90% of consumers use multiple devices before completing a task, and mobile is usually involved at key decision points—research, navigation, and checkout.

2. Mobile as a Bridge Between Online and Offline

a. Click-and-Collect

Buy Online, Pick Up In Store (BOPIS) is widely used by omnichannel retailers. Mobile enables:

  • Browsing and ordering
  • In-app pickup instructions
  • Real-time notifications

eMarketer (2023) reports that 56% of U.S. consumers used a mobile device for click-and-collect services in the past year.

b. In-Store Mobile Features

Retail apps enhance in-store experiences by:

  • Scanning QR codes for reviews and specs
  • Displaying inventory availability
  • Offering mobile-exclusive discounts

Sephora’s app, for example, integrates barcode scanning and personalised beauty tips during store visits (Forrester, 2021).

c. Mobile Payments

Mobile wallets like Apple Pay, Google Pay, and Samsung Pay make it easier to bridge the digital and physical world. These transactions also allow businesses to:

  • Track customer behaviour
  • Tie offline sales to mobile marketing campaigns

3. Tactics to Leverage Mobile in Omnichannel

a. Push Notifications Based on Location or Behaviour

Push notifications can be triggered by:

  • Cart abandonment
  • Store proximity
  • New arrivals

Platforms like OneSignal and Airship allow custom segmentation and automation.

b. SMS for Urgent and Personal Messaging

With a 98% open rate, SMS is ideal for:

  • Appointment reminders
  • Flash sales
  • Order updates

Twilio and Attentive provide SMS solutions with CRM integration.

c. In-App Personalisation

Mobile apps can adjust:

  • Product recommendations
  • Homepage banners
  • Discounts based on user history

Tools like Braze and MoEngage support this real-time personalisation.

4. Mobile Tools for Omnichannel Integration

ToolFeatureWebsite
Salesforce Mobile StudioSMS, push, mobile automationSalesforce
LeanplumIn-app messaging, A/B testingLeanplum
FirebaseApp analytics and performanceFirebase
SegmentCross-channel data syncSegment
AirshipMobile wallet, messaging orchestrationAirship

These tools help create consistent and connected experiences for mobile users across web, app, email, and in-store.

5. Case Studies: Mobile-Enabled Omnichannel Success

Nike

Nike’s mobile app connects online and in-store experiences:

  • Reserve shoes in-app for store pickup
  • Use mobile to scan items in-store
  • Receive workout tips and gear suggestions

App users spend 40% more than other Nike customers (Nike Inc., 2023).

Starbucks

Starbucks uses its app to merge mobile orders, payment, and loyalty:

  • Customers place orders and pay ahead
  • Rewards are updated in real time
  • Offers are customised by location and behaviour

App-based purchases make up more than 50% of U.S. transactions (Starbucks Corporation, 2023).

IKEA

IKEA’s mobile app allows:

  • AR product visualisation
  • Store map navigation
  • Shopping list creation and in-store syncing

IKEA reported a 33% rise in omnichannel sales after enhancing its mobile platform (Retail Dive, 2023).

6. Metrics to Measure Mobile’s Omnichannel Impact

a. Mobile Conversion Rate

Tracks purchases completed via mobile. A low rate may signal UX issues or broken checkout flows.

b. App Retention Rate

Measures how many users return after download. A key indicator of ongoing engagement.

c. Cross-Device Attribution

Helps determine how mobile supports other channel conversions—e.g., mobile ad → desktop purchase.

d. Store Visits Driven by Mobile

Retailers can track when users visit physical locations after engaging with mobile ads or apps, using tools like Google Ads Store Visits.

7. Overcoming Mobile Integration Challenges

a. Data Fragmentation

Mobile apps may store data separately from web or CRM platforms.

Solution: Use a CDP like Tealium or Segment to unify user profiles.

Mobile tracking must comply with regulations like GDPR and CCPA.

Solution: Platforms like OneTrust offer mobile consent tools.

c. App Drop-Offs

About 25% of users abandon apps after one use (Statista, 2023).

Solution: Improve onboarding flows, personalise early experiences, and reward repeat visits.

a. 5G-Enhanced Experiences

Faster connections will allow for:

  • Instant AR/VR previews
  • Real-time customer service via video chat
  • Rich media notifications

b. Voice and Conversational Commerce

Customers increasingly use voice search and chatbots via mobile. Brands must optimise for voice-based interactions.

c. Progressive Web Apps (PWAs)

PWAs combine website convenience with app functionality, offering offline access and fast load times.

d. AI-Powered Mobile Journeys

AI will enable more predictive and dynamic journeys—changing app content based on context (time of day, weather, past behaviour).

Note

Mobile is no longer a standalone channel—it is the glue that binds digital and physical experiences. From product discovery to purchase, fulfilment, and loyalty, mobile ensures that customers can move freely between touchpoints without friction.

To maximise mobile in omnichannel strategy:

  • Invest in mobile-first design and apps
  • Use tools that sync real-time data across channels
  • Implement personalised push, SMS, and in-app messaging
  • Measure cross-device and in-store behaviour consistently

The brands that lead in omnichannel excellence are those that treat mobile not as an add-on, but as the core of the customer experience.

More Read

Today’s customers expect more than just products—they want personalised experiences that feel tailored to their needs, delivered consistently across all channels. Whether a customer is shopping on a mobile app, browsing a website, interacting on social media, or visiting a store, they expect the brand to recognise them and offer relevant, timely messages. This article explores what cross-channel personalisation is, why it matters, the technologies that enable it, and how businesses can build effective strategies. It also includes real-world examples and the latest trends shaping the future of personalised marketing.
Personalisation Across Channels: How to Deliver the Right Message at the Right Time
Omnichannel Marketing Technology Stack: Tools for Integration and Automation
From Multichannel to Omnichannel: Creating Seamless Customer Journeys
Support That Sells: The Secret to Unified Digital Marketing
Instant Impact: How Real-Time Assistance is Transforming Digital Marketing

References

eMarketer. (2023). Click-and-Collect Drives Mobile Retail. Retrieved from https://www.emarketer.com

Forrester. (2021). Sephora’s Omnichannel Strategy Enhances Mobile Integration. Retrieved from https://go.forrester.com

Google. (2023). The Shift to Omnichannel Journeys. Retrieved from https://www.thinkwithgoogle.com

Nike Inc. (2023). FY23 Annual Report. Retrieved from https://investors.nike.com

Retail Dive. (2023). IKEA’s Mobile Strategy Lifts Omnichannel Sales. Retrieved from https://www.retaildive.com

Starbucks Corporation. (2023). Q4 2023 Financial Results. Retrieved from https://investor.starbucks.com

Statista. (2023). Mobile App Retention and Abandonment Rates. Retrieved from https://www.statista.com

Statista. (2024). Global Mobile Web Traffic Share. Retrieved from https://www.statista.com

Share This Article
Previous Article In the age of multichannel engagement, understanding what works and what doesn’t in your marketing strategy is no longer straightforward. Customers interact with brands across various channels—websites, social media, apps, physical stores, emails, and more—often before making a single purchase. Tracking these interactions and assigning value to each step requires a strategic approach grounded in key performance indicators (KPIs), attribution models, and advanced analytics. This article explores how businesses can measure the success of their omnichannel efforts using accurate metrics, modern tools, and data-driven insights. Measuring Omnichannel Success: KPIs, Attribution Models, and Analytics
Next Article In today’s fast-changing world, building products and services that truly solve people’s problems is more important than ever. This is where design thinking comes in. It’s not just about making things look attractive—it’s about solving real human problems by understanding what users feel, want, and need. At the heart of design thinking is empathy: the ability to deeply understand and connect with users. This article explores how design thinking works, why empathy is the foundation of it, and how businesses, governments, and nonprofits use it to create better products and services. It also includes practical tools and real examples that show design thinking in action. Design Thinking in Action: Solving Real Problems with User Empathy
Leave a Comment

Leave a Reply

Marketing Spotlight

TikTok continues to be the most viral-friendly social platform in 2025, boasting over 1.8 billion monthly active users globally (DataReportal, 2025). For marketers, creators, and businesses, TikTok offers a unique advantage: you can go viral without a big budget, as long as your content hits the right formula of value, emotion, and timing. But the question remains: What kind of content actually goes viral? This article breaks down high-performing content formats, offers real examples, and provides tested tips to increase your chances of reaching the coveted For You Page (FYP).
Social Media Marketing

Content Ideas for TikTok Marketing: What to Post to Go Viral in 2025

TikTok has revolutionised the way people discover and shop for products online. In 2025, TikTok Shop has evolved into a full-scale eCommerce platform, allowing businesses to sell directly through short-form video, live streams, and product showcases—all without leaving the app. With over 1.8 billion active users globally, TikTok is no longer just an entertainment platform—it is one of the world’s most powerful social commerce engines (DataReportal, 2025). This article outlines everything you need to know to set up, optimise, and succeed with TikTok Shop, even with a limited budget or small business team.
Social Media Marketing

Selling on TikTok Shop: How to Succeed with Social Commerce in 2025

TikTok is no longer just a platform for viral dances and memes—it’s a serious marketing engine. In 2025, influencer marketing on TikTok continues to rise as one of the most cost-effective strategies to reach engaged, niche audiences. According to Influencer Marketing Hub (2025), over 67% of marketers plan to increase their TikTok influencer budgets this year due to strong ROI and low entry costs. This article explores how brands can choose the right creators and build successful influencer campaigns on TikTok in 2025.
Social Media Marketing

TikTok Influencer Marketing: How to Choose and Work with Creators in 2025

In 2025, TikTok’s “For You” page (FYP) continues to be one of the most powerful engines for organic content discovery. With over 1.8 billion monthly active users globally (DataReportal, 2025), TikTok’s algorithm determines which videos reach mass visibility—even for accounts with few followers. For brands and creators alike, understanding how the algorithm works is essential to growing reach, boosting engagement, and going viral. This article explains how the TikTok algorithm operates in 2025 and provides actionable tips to help you land on the FYP.
Social Media Marketing

TikTok Algorithm Explained: How to Get on the ‘For You’ Page in 2025

You May also Like

In today's digital world, businesses must reach customers where they are. People use many platforms like websites, social media, email, and mobile apps. Multi-channel help in digital marketing means offering support and communication across different channels. It helps businesses improve customer satisfaction, loyalty, and sales. In this article, we will explain what multi-channel help is, why it is important, how to use it effectively, and tools to make it easier.
Integrated Customer SupportMultichannel & Omnichannel Marketing

Winning Customers Across Every Channel: The Power of Multi-Channel Help in Digital Marketing

In today's digital world, customers interact with brands across many different channels—websites, social media, mobile apps, email, and even smart devices. As a result, providing seamless and consistent support across all channels has become more important than ever. This approach is called Omni-Support.
Integrated Customer SupportMultichannel & Omnichannel Marketing

Omni-Support in Digital Marketing: How Brands Win Customer Loyalty in Every Channel

In today's fast-moving digital world, businesses must find new ways to reach their customers. One highly effective method is using a multi-channel marketing strategy. This approach means engaging customers across different platforms, like websites, emails, social media, mobile apps, and even offline channels like events or stores. Instead of relying on just one method, businesses connect with people wherever they are. In this article, we will explore what multi-channel marketing is, why it matters, how to build an effective strategy, and real examples of success.
Cross-Platform ConsistencyMultichannel & Omnichannel Marketing

How Multi-Channel Marketing Supercharges Digital Growth

In today's digital world, businesses use many platforms to reach their customers. From social media and email marketing to websites and mobile apps, each platform offers a unique way to connect. However, if these platforms are not aligned, customers can feel confused or disconnected. Platform alignment means making sure that all your digital platforms work together to create a smooth, consistent experience. This article will explain what platform alignment is, why it is important, and how to achieve it in digital marketing.
Cross-Platform ConsistencyMultichannel & Omnichannel Marketing

Building a Unified Brand: The Power of Platform Alignment

Show More