What is an omnichannel retail strategy?
An omnichannel retail strategy is where a business seeks to provide a consistent experience for customers wherever they choose to interact with the vendor. Therefore a dominant feature of an omnichannel strategy is putting the customer at the centre of activity and creating a frictionless process for product discovery and conversion to order.
A fundamental focus for omnichannel retailing is integrating stores, eCommerce, mobile apps and social media. The motivation for implementing an omnichannel retail strategy is the evidence for higher customer engagement and retention rates, increased average order values and a higher frequency of repeat purchasing.

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Would you like to know more? ›Who is omnichannel retailing for?
Omnichannel retailing is an approach that seeks to fine-tune and improve the returns from investing in connecting with customers across multiple channels and touchpoints. Therefore, its value comes from improving on what most retailers and eCommerce vendors are already doing. As such, an omnichannel strategy is for every business.
For instance, an omnichannel strategy is suitable for the successful D2C business looking to expand with a physical retail outlet (store, concession, trade counter, pop up or showroom).
Similarly, an omnichannel strategy is just as relevant for established retailers that know problematic integrations between eCommerce, stores, and head office systems are causing serious customer satisfaction issues.
Some established retailers with outdated legacy systems will herald a new approach to retail management systems that are not reliant on integrations. Digital-first retailers looking to extend their touchpoints to include in-person sales instinctively know the importance of integrating each channel to support the other.
What is an omnichannel customer experience?
Today, shoppers have a mobile and web-first mindset. Most consumers use smartphones as the starting point for their product or service search. After first contact, there will be at least two more touchpoints where customers interact with websites or social media channels before they purchase. And with more smart devices like fridges, cars, watches etc. the number of touchpoints is increasing.