Omnichannel
Omnichannel coordinates channels so that a person can continue their relationship with an organisation without losing context
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It requires integrating information, processes and responsibilities. For example, it allows an online purchase to be checked during a visit to a shop. Being present in several channels is multichannel; continuity between them is what characterises an omnichannel experience.
Topics
Variants and linked concepts
- Cross-media marketing. A multichannel strategy uses several channels. Omnichannel adds continuity and coordination between them.
- Multichannel marketing. Presence in several channels should be coordinated according to the task. Continuity between them requires integrating information and operations.