# Omnichannel: what it is and how it works · Zorraquino
> Omnichannel coordinates channels so that a person can continue their relationship with an organisation without losing context.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/omnichannel.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## 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.

## Related concepts

- [Digital marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/digital-marketing.html)
- [Account-based marketing](https://www.zorraquino.com/en/dictionary/account-based-marketing)
- [AIDA](https://www.zorraquino.com/en/dictionary/digital-marketing/aida.html)