The more technology advances, the more it's integrated into our daily lives. Even as you read this article, I’d venture a guess that you have several internet-connected devices within arm’s reach. As we continue down these innovative pathways, we’ll continue to see technology become more important to our day-to-day living. The lines between what we do online and in real life will begin to blur.
At its core, omnichannel is defined as a multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.
It’s important here to distinguish an omnichannel user experience from a multi-channel user experience. Essentially, it comes down to the depth of the integration.
All omnichannel experiences will use multiple channels, but not all multi-channel experiences are omnichannel. Remember that. You can have amazing mobile marketing, engaging social media campaigns, and a well-designed website. But if they don’t work together, it’s not omnichannel.
The multi-channel experience is what most businesses invest in today. They have a website, blog, Facebook, and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of these channels.
An omnichannel approach, on the other hand, accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.
To learn how to start implementing one in your company, keep on reading. We'll even highlight some inspiring brands that are already making moves to become more omnichannel.