What is omnichannel?
Omnichannel is a customer engagement strategy that connects every brand touchpoint—across digital and physical channels—into one integrated experience. Unlike multi-channel strategies, which operate separately across several platforms, an omnichannel approach unifies channels so that each interaction builds on the last.
In practice, that means a customer could browse your website, receive a follow-up via SMS, reach out for help on WhatsApp, and complete a purchase in-store—all without starting over or repeating themselves. Omnichannel meets customers where they are, in real time, with context.
Omnichannel vs. multi-channel
While both omnichannel and multi-channel use more than one channel to communicate, the difference is in how those channels work together.
| Multi-channel | Omnichannel |
| Channels operate independently | Channels are deeply integrated |
| Focused on reach | Focused on the full customer journey |
| Inconsistent experiences | Integrated, contextual experiences |
In short, multi-channel is about presence. Omnichannel is about connection.
Why omnichannel matters now
Customers expect fast, personalized, and consistent communication no matter where they are. A few trends have made omnichannel a business necessity:
- Customer journeys are nonlinear. People bounce between devices and platforms—starting on TikTok, browsing in-store, and converting via email or SMS.
- AI has raised the bar. Tools like ChatGPT have shaped consumer expectations for smarter, more immediate responses. As a result, generic messages that don’t align with someone’s place in their customer journey are far less effective. Personalization is no longer a nice-to-have. It’s a must.
- Privacy and acquisition costs are shifting marketing strategies. With paid growth more expensive and less reliable, brands are doubling down on retention and lifetime value. This means brands must focus on the full customer journey and how to move a customer from first purchase to second, third, and beyond.
Omnichannel is how B2C brands meet customers in these moments, keeping them connected to a cohesive brand experience.
What defines a successful omnichannel experience?
A successful omnichannel strategy does more than communicate across platforms—it creates a unified system of engagement that adapts to the customer. Here’s what it takes:
1. A shared customer profile
To deliver a connected customer experience, every touchpoint—email, SMS, chat, in-store—needs to pull from the same real-time data. That means teams across your entire organization are working from a single source of truth.
2. Responsive, AI-powered orchestration
The best omnichannel strategies use AI to decide when, where, and how to engage based on customer behavior. This allows for smarter messaging across channels without over-messaging or missing key moments.
3. A unified data and marketing automation platform
True omnichannel orchestration happens when your customer data and marketing automation tasks can happen from the same place. That means your B2C CRM can:
- Create and manage marketing messages across SMS, email, or push, and WhatsApp.
- Collect and analyze customer data to understand and optimize performance.
- Segment your audience to offer personalized content and experiences.
- Create automated messages that are triggered by online behavior.
- Integrate with other platforms to centralize data.
What does an omnichannel strategy look like in action?
An effective omnichannel strategy is about showing up in the right place at the right moment, with relevance and consistency. When powered by real-time data and unified customer profiles, every message and touchpoint feels like part of one conversation, not a series of disconnected pings.
Here are 6 real-world examples of omnichannel engagement:
1. Real-time and responsive re-stocking
A customer receives an email alerting them that a popular product is back in stock. They click through to the website but pause to ask a sizing question in live chat. Rather than dropping the thread, an omnichannel strategy captures this intent in real time and automatically triggers a follow-up SMS when the customer’s size becomes available—closing the loop without requiring another search.
Why it works: Real-time orchestration connects channels and uses behavior to power the next best action, turning interest into conversion.
2. From in-store to inbox to incentive
A shopper makes a purchase at a brick-and-mortar location. Thanks to a connected loyalty program, their profile is instantly updated. An omnichannel strategy follows up with an email the next day with a curated offer for an item that complements what they just bought, with a limited-time incentive for repeat purchase.
Why it works: With unified profiles and real-time syncing, marketers can act instantly on in-store events and personalize follow-up across digital.
3. Respecting the moment, not interrupting it
A customer reaches out via WhatsApp with a question about a delayed delivery. An omnichannel strategy routes the conversation to customer service and quickly removes that customer from an upcoming campaign send during that time.
Once the issue is resolved, the customer is added back into campaign sending for the next promotional message, and their customer profile is updated to reflect the resolved support status.
Why it works: True omnichannel isn’t just cross-channel marketing—it’s knowing when not to promote, too.
4. Black Friday, tailored by behavior
During Black Friday, a brand sends an email offer. If a recipient doesn’t open within a few hours, an omnichannel messaging strategy sends an automatic follow-up through their preferred channel—SMS or WhatsApp—based on past engagement.
Still no action? They’ll receive a final nudge via push notification with an exclusive bonus offer. The sequence stops immediately if the shopper takes action at any step.
Why it works: Omnichannel tools like Klaviyo’s AI-powered channel affinity chooses the best path per person, while adaptive journeys reduce redundancy and maximize ROI.
5. Style quiz to purchase, without leaving the chat
A fashion brand runs a style quiz through WhatsApp. An omnichannel strategy collects those customer preferences in real time and updates their profiles. Then, the customers get an automated message with a curated set of product carousels based on their quiz answers. A “buy now” button completes the journey—all within the same message thread.
Why it works: Two-way, conversational channels like WhatsApp and RCS collapse the marketing funnel into one smooth, branded interaction.
6. Price drop flow with dynamic channel routing
An apparel brand wants to notify customers about a price drop. Rather than a one-size-fits-all channel approach, an omnichannel strategy uses a customer’s channel affinity to tailor the sequence. Email-first recipients get an inbox message; if they don’t open it, SMS kicks in. If that still doesn’t spark action and the subscriber is active on WhatsApp, a personalized message is sent there. Each step adapts to behavior in real time.
Why it works: Multi-step flows use customer data to sequence outreach, maximizing both relevance and return.
The bottom line
True omnichannel isn’t a tech stack—it’s a mindset. It means thinking in journeys, not just channels. Conversations, not just campaigns. Relationships, not just reach.
The brands that win aren’t the ones shouting the loudest across every channel. They’re the ones creating cohesive experiences that move with the customer—seamlessly connecting marketing and data in real time.