Every brand interaction along the path to purchase plays a key role in moving the decision of a consumer to buy an item or not. This approach of reaching shoppers at every stage is called the omnichannel strategy. Omnichannel marketing has the potential to revolutionize how brands connect with consumers. According to Google customer insights, omnichannel strategies can drive up to an 80% increase in-store visits. By delivering consistent and personalized experiences across all touchpoints, businesses can foster stronger customer relationships. In this blog post, you’ll learn what omnichannel marketing is and how you can do it for your brand.
What is Omnichannel Marketing?
Omnichannel Marketing is a business strategy that focuses on offering a consistent shopping experience to customers across all channels, including in-store, online, and mobile. This means that customers can interact with a brand in any way they choose, and the brand will be able to recognize and respond to their needs regardless of the channel.
What is the Difference Between Omnichannel and Multi-channel?
Omnichannel is often mistakenly confused with multichannel. While both involve using multiple channels to reach customers, the key difference lies in the integration and consistency of the customer experience. While multichannel marketing focuses on using multiple channels independently, omnichannel revolves around creating a smooth and integrated customer experience across all channels for the customers. In the former, each channel operates separately, and the customer experience may vary across different channels. Conversely, the latter involves a unified approach where channels work together to provide a consistent and personalized experience.
What are Omnichannel Touchpoints?
A touchpoint is a point of contact or interaction between a brand and its customers. Omnichannel touchpoints are the places where customers interact with a brand, both online or in-store. These touchpoints can include Customer service, Websites, Retail locations, Advertisements, Mail delivery, Promotional events, Products, and Sponsorships.
Stages of TouchPoints: Customers’ Journey through Various Touchpoints
To connect with customers, brands use marketing and communication to guide them through every step. There are five key touchpoints in the customer journey that they need to focus on. Let’s study these touchpoints one by one:
Awareness
This is the first stage of the customer journey, where potential customers learn about a brand or its products/services. That’s why strategists employ channels with great reach, such as social media, at this stage.
Since this is the customer’s initial point of contact, your focus should be on educating potential customers about your brand and offerings.
Consideration
During the consideration stage of the customer journey, potential customers research and evaluate the options to determine whether to purchase a product/service. By this time, they start to look for information that helps them make a decision. So, in this stage, a strategist’s focus should be on optimizing product specifications, reviews, social media posts, FAQs, chatbots, and blogs.
Customers compare their products/services and narrow down their options based on price, features, ease of use, customer support, etc. They also look at the social proof to determine if you’re a good choice to go ahead with.
Purchase
During this stage, a customer interacts with a business while making a purchasing decision. Here, your goal should be to convert the interested prospect into paying customers.
Customers interact with brands through various touchpoints, such as sales and customer service activities, product pages or websites, etc. They have specific expectations that you need to fulfil to ensure they complete the purchase. You also need to offer detailed information, answer customers’ questions, and make them feel confident in their choices.
Service
Service stage may fall before, during, or after a purchase. Generally, the touchpoints here are online interactions, customer support, feedback, social media, etc.
Loyalty
In the last stage of the customer journey, you focus on retaining customers and turning them into brand advocates. You do this by improving your customer experience at every touchpoint to increase lifetime value. You gather their feedback through surveys to understand their preferences and expectations, etc. You invite them to take advantage of rewards, discounts, and coupons and offer support to address issues.
Here, the touchpoints are billing, subscription renewal, surveys, loyalty programs, and follow-up communication.
What is an Omnichannel Strategy? How to Create One?
As we discussed, omnichannel marketing revolves around creating a consistent experience across all channels and a smooth ability for customers to switch between channels, unify customer data, make returns convenient and ultimately form a personalized experience for the customers. Now, it’s time to understand how to create an omnichannel strategy. But, before moving on to that topic, you need to understand what are the aspects around which you need to center your omnichannel strategy.
Because the whole purpose of creating an omnichannel strategy is to facilitate the customer’s convenience, you can start out with the following:
Understanding the Customer Journey Mapping
Customer journey mapping is all about understanding how customers interact with your brand. To develop a great omnichannel strategy, you first need to gain insights into how to serve customers better. You can do this by peeking into your customers’ real-time experience. This can help you realize their pain points and positive interactions, enabling you to make the required improvements.
It basically includes all the touchpoints, such as how customers first learned about your brand and how they interacted with your product, website, or support team.
There are many stages of the customer journey, such as awareness, consideration, decision, loyalty, and advocacy. To create an effective strategy, be well aware of each stage.
Analyze the Data
The information you collected in the above step is helpful only if you analyze and understand it. This offers you many actionable insights. While analyzing your data, you should bear in mind that the experience is all about customers and not your brand. Looking at things from customers’ perspectives will greatly help you create a great experience for your audience.
Similarly, avoid making any assumptions, as you may not necessarily appropriately represent your shoppers or audience. It’s always better to look at your research with a fresh perspective.
By doing so, you will be able to anticipate your customers’ needs and develop an omnichannel strategy that effectively delivers to them.
Focus on Segmentation
Personalization is the essential aspect of creating an omnichannel marketing strategy. It ensures that the right person receives the right message at the right time. Optimal segmentation can improve conversion rates, customer satisfaction, and retention.
To segment your audience effectively, you must perform these steps:
- Gather all customer data across all touchpoints. This may include website interactions, social media engagement, point-of-sale systems, email campaigns, and loyalty programs.
- Map the customer journey. Create customer personas representing different segments.
- Divide your customers based on shared characteristics such as demographics, behaviors, purchase history, channel preferences, and loyalty levels.
- Tailor your marketing messages to each segment and communication channel.
The segmentation criteria are mainly based on demographics, behaviour, lifestyle, and loyalty. But there are other categories as well. For example, in the loyalty segment, there are other categories like high-spending loyalists, price-sensitive new customers, store-only customers, etc.
Also, remember to regularly update your segmentation with the changing customer behavior or shopping trends.
Omnichannel Marketing Platforms
Omnichannel marketing platforms are tools that allows businesses to deliver integrated and consistent customer experiences across multiple channels and touchpoints. With many marketing channels, including email, social media, SMS, push notifications, etc., it is important that all should be integrated under a single umbrella into a unified platform. This eventually streamlines and optimizes marketing efforts for businesses.
Advantages of Using Omnichannel Marketing Platforms
Let’s explore all the advantages omnichannel marketing platforms offer:
- Unified Customer View: Omnichannel platforms store customer information in one central place, making it available across all channels. These solutions help you better understand your customers’ preferences and behaviors.
- Personalized Experiences: Such platforms help business organizations analyze customer data to deliver targeted messages. They also help improve discounts and offers across various channels, leading to increased engagement and conversion rates.
- Efficient Customer Journeys: Omnichannel platforms improve the efficiency of the workflows by offering you an integrated journey for customers across all touchpoints.
- Better Resource Utilization: These tools can easily automate the mundane task.
- Higher Customer Satisfaction: When you’re able to create a unified and personalized customer experience it leads to higher levels of customer satisfaction and loyalty.
Here are some of the most popular omnichannel marketing platforms in 2025
- Plivo CX
- Omnisend
- Klaviyo
- ActiveCampaign
- Braze
- Sendlane
- Avada
- Mailchimp
- Brevo
A business can find the perfect platform based on its specific requirements and budget. Factors such as the number of channels to be integrated, the degree of automation needed, and the importance of certain features should be carefully considered.
The right use of an omnichannel marketing platform lets businesses improve customer experience, increase engagement, and boost sales greatly.
Omnichannel Marketing Examples
Omnichannel marketing is a strategic approach that promises super smooth customer experiences across various channels. It is carried out by promoting a consistent brand message and providing a unified online-to-in-store customer journey. Here are some typical examples of doing it:
Online Channels
You can create omnichannel marketing across social media, email, shopping, content, ads, devices, and interactions. You just have to make sure there is consistency, personalization, and real-time engagement. Netflix’s personalized content is an ideal example of using online channels to do omnichannel marketing. Doing such efforts often results in happy customers, increased loyalty, sales, and a competitive edge.
In-Store Channels
You can also use in-store channels to do omnichannel marketing. Here is how:
- In-Store Experiences: Create unique and captivating experiences, such as interesting displays, product demos, or workshops.
- Consistent Branding: Maintain consistent branding elements across all channels, including logo, color palette, and language.
- Personalized Service: Train staff to provide personalized recommendations and assistance both in-store and online.
Latest Trends in Omnichannel Marketing
No matter how personalized you make the shopping experience for customers or how strategically you curate your approach, your strategy will be incomplete if you are not aware of the latest trends and employ them. Here are some of the latest trends in omnichannel marketing:
- Social Commerce: Buying and selling online through social media is a growing trend. This trend not only enhances convenience for customers but also creates a more engaging and immersive shopping environment.
- AI chatbots: They can assist customers with product recommendations and payment.
- Cross-device interactions: Cross-device interactions let users choose how they want to engage with a product, whether it’s on a mobile device, desktop, or virtual reality interface.
- Buy now, pay later: It’s a popular financing option allowing customers to buy products without paying immediately. Many businesses have reported an increase in average cart sizes by 30-50% after employing the BNPL option.
Summing Up
The key to attracting and retaining customers greatly depends on how you market your brand. An effective omnichannel strategy can flawlessly achieve this and make long-term connections with your audience. We hope we helped you gain some actionable insights on creating an Omnichannel strategy for your business. For more such knowledge, keep up with Kinex Media.