What is omnichannel marketing?

Omnichannel marketing ensures you engage your customers seamlessly across their preferred platforms, creating a unified and personalized experience at every touchpoint.

In this guide:

• Omnichannel marketing explained
• What are the benefits of omnichannel marketing?
• Multichannel vs. omnichannel marketing
• How to develop an omnichannel marketing strategy
• Omnichannel use cases
• Examples of omnichannel marketing in action
• How to choose between omnichannel marketing tools

Omnichannel marketing explained.

Omnichannel marketing drives engagement and creates consistency for customers by providing an integrated experience with seamless, targeted messaging across multiple channels.

For example, a clothing retailer can integrate online browsing with in-store experiences by enabling customers to check product availability online, reserve an item, and pick it up at a nearby store — all while receiving personalized email updates about complementary products.

Omnichannel marketing ensures customers have an uninterrupted experience at every point along their journey, whether they move between channels or devices.

What are the benefits of omnichannel marketing?

• Better user experiences. Customers can browse a website for products, add items to their cart on a mobile app, and complete the purchase in-store — enabling flexibility and ease.
• Cohesive voice and brand experience. Consistent messaging across platforms helps maintain a unified brand image, such as when a brand’s emails, social media posts, and app notifications all promote the same campaign with a similar tone and design.
• Increased revenue and higher conversion rates. By analyzing customer preferences and personalizing their shopping journey, brands can deliver targeted promotions that lead to higher conversion rates and repeat purchases.
• Valuable customer data. By tracking customer interactions across channels, businesses can better understand behavior, such as identifying the channels that drive purchases and those requiring optimization.
• Less customer fatigue. Omnichannel tools let brands monitor engagement and avoid overcommunication. For example, instead of sending multiple daily emails, a retailer might switch to a mix of app notifications and SMS to manage frequency.
• Customer loyalty. Imagine a customer placing an order on their phone while commuting. When they arrive at the store, their order is ready, reducing wait times and improving convenience. Such a frictionless experience builds loyalty and encourages repeat purchases.
• Improved engagement. By tailoring content to user preferences, brands can create touchpoints that feel personal, like Sephora’s virtual try-on tools that help customers feel confident about their choices.

Multichannel vs. omnichannel marketing.

Omnichannel marketing takes a holistic view of all customer touchpoints, integrating online and offline interactions into a seamless experience.

In contrast, multichannel marketing focuses on individual channels and their intersections without considering the entire customer journey.

Omnichannel marketing:

• Prioritizes the customer experience across all channels.
• Creates a seamless journey with consistent messaging.

Multichannel marketing:

• Focuses on individual channels and transactions.
• Messaging may vary between channels.

In short, multichannel marketing is channel-focused, while omnichannel marketing is customer-focused.

How to develop an omnichannel marketing strategy.

1. Collect data. Use a web analytics tool to gain insights into customer behaviors and interactions across channels.
2. Map the customer journey. A journey orchestration platform helps visualize and manage personalized customer journeys in real time.
3. Segment your audience and personalize experiences. Use a personalization platform, such as Adobe Target, to create tailored experiences for different customer segments based on their behaviors and preferences.
4. Identify your current channels. Use a channel analytics tool to assess which channels your business is currently using and how they perform. For example, Adobe Customer Journey Analytics can help identify gaps and opportunities across your digital and offline touchpoints.
5. Create consistent messaging. A campaign management tool ensures your brand messaging stays consistent across email, mobile, and offline channels.
6. Manage message frequency. Use a marketing automation platform to control how often customers receive messages and avoid overcommunication.
7. Establish success metrics. A performance analytics platform helps track key performance indicators and measure campaign ROI.
8. Use the right tools. Invest in platforms and tools that streamline your data integration, journey management, and campaign execution for maximum efficiency.
9. Analyze and adjust. Rely on advanced analytics tools to monitor campaign performance and refine strategies using A/B testing and behavior insights.
10. Think long term. Continuously refine your omnichannel strategy to adapt to changing customer needs and emerging technologies. Focus on building sustainable processes that evolve with your business and customers.

Omnichannel use cases.

Retail

Omnichannel allows retailers to blend online and in-store experiences. For instance, customers can search for an item online, reserve it, and pick it up at the store, where they might be guided to matching accessories or upsell opportunities through in-store prompts or app notifications.

Finance

Banks can provide seamless experiences by linking their mobile app to in-branch services. For example, a customer might receive a notification on their app to complete a loan application started online, with in-branch assistance available to answer questions.

B2B brands

For B2B, an omnichannel strategy could involve hosting a webinar, sending personalized follow-ups to attendees with case studies, and scheduling a meeting directly through an email link. This approach simplifies the sales process and builds trust.

Examples of omnichannel marketing in action.

1. How Starbucks leverages omnichannel approach.

The international coffee giant continues to improve its customer experience with new omnichannel strategies. Starbucks has intuitively integrated its brick-and-mortar stores, its website, and its popular mobile app to allow customers to make purchases online or with the app and pick up their order in a store.

The company requires a personal email address login to use its free Wi-Fi, which has allowed it to gather data from millions of customers who Starbucks can target with email marketing, discounts, and other messaging. And its rewards program, which offers customers free drinks on their birthday and other promotions, further encourages customer interaction and retention.

By integrating its app with in-store operations, Starbucks ensures customers can easily order and pick up drinks on their terms, whether they’re in a rush or planning their visit.

2. How Walgreens tackles omnichannel marketing.

Walgreens combines its loyalty program with digital tools to create convenience for customers. Customers can use the app to manage prescriptions, receive notifications for pick-up readiness, and earn rewards points on all purchases. In-store, these points are seamlessly applied at checkout, linking the digital experience with the physical one.

3. How Sephora utilizes augmented reality.

Sephora has been a leader in omnichannel marketing for years, focusing on creating a seamless, customer-centric shopping experience.

The brand uses augmented reality (AR) technology through its Virtual Artist tool, allowing customers to virtually try on makeup products, colors, and shades for various skin tones. This feature replicates the in-store try-before-you-buy experience online, boosting customer confidence and reducing returns.

Sephora’s mobile app integrates tutorials, beauty and fashion news, new product launches, and access to customer rewards. For example, users can seamlessly move from watching a makeup tutorial to purchasing the featured products directly through the app, earning loyalty points in the process.

Sephora’s AR tools recreate the in-store experience online, helping customers feel confident about their purchases without needing to visit a physical store.

This holistic approach to omnichannel marketing has not only improved customer satisfaction but also driven higher engagement rates and repeat purchases. By connecting its physical stores, website, and app, Sephora ensures a unified experience that meets customers wherever they are.

4. How Target embraces offline and online challenges.

Target combines its physical store experience with digital convenience. For example, customers can browse products online, check in-store availability, and opt for curbside pickup, where employees assist with loading purchases. This seamless integration contributed to a 20% increase in online orders fulfilled by stores.

5. How REI use email marketing with ecommerce.

REI pairs its co-op membership program with email marketing to build loyalty. Members receive tailored recommendations and exclusive offers via email. For instance, after purchasing hiking gear, a customer might receive a follow-up email with trail recommendations and invitations to in-person workshops.

How to choose between omnichannel marketing tools.

With so much data and so many channels involved, omnichannel marketing can seem overwhelming at first. The right tools simplify this process.

Start with a centralized platform that connects all customer data and unifies insights from multiple channels. A strong customer data platform (CDP) helps consolidate information to create a single customer view.

Look for tools that offer:

• Easy integration with existing systems
• Centralized management of workflows
• Real-time data analysis and reporting
• Features to automate personalized campaigns
• Third-party integrations for flexibility

A unified solution enables automated messaging and campaign tracking, reducing complexity and making it easy to measure success.

Creating your own omnichannel marketing strategy.

Omnichannel marketing allows you to integrate your marketing efforts across channels and platforms so you can create consistent and personalized experiences for your customers.

Start by listing all the ways customers interact with your business — such as browsing your website, visiting your store, or using your app. Then identify pain points where the experience isn’t seamless. For example, do customers need to re-enter information when switching from your app to your website? Focus on solving these gaps.

Adobe Campaign allows you to deliver engaging campaigns through a variety of channels, including email, mobile, and even offline. It also helps you use data to segment your customers so you can create engaging, personalized experiences.

With Campaign, you can control both online and offline customer journeys, delivering tailored experiences to every single customer.

Watch a demo video to find out how Adobe Campaign can help you build your omnichannel marketing strategy.