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Omnichannel strategy refers to the integration of multiple channels and touchpoints, such as physical stores, online websites, mobile apps, social media platforms, and contact centers, to provide seamless and consistent customer experiences throughout the customer journey. In academia, omnichannel strategy is studied within the fields of retail management, customer experience (CX), and digital marketing. Researchers investigate omnichannel strategy integration, including data synchronization, channel orchestration, and customer journey mapping, to understand the impact of digital technology on consumer shopping behavior and brand interactions. Omnichannel strategy offers various benefits for organizations, such as increased customer satisfaction, higher conversion rates, and improved brand loyalty and advocacy, while providing customers with convenience, personalization, and flexibility in their interactions with brands across different channels and devices. By adopting an omnichannel approach, organizations can align sales, marketing, and service functions, break down channel silos, and create cohesive brand experiences that drive engagement and loyalty throughout the customer lifecycle. Academic studies on omnichannel strategy also explore its challenges, such as data integration complexity, organizational alignment, and technology investments, as well as best practices for channel attribution, customer segmentation, and performance measurement to optimize omnichannel customer experiences and achieve business growth and competitiveness in a digital-first world.

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