Bringing together marketing and e-commerce teams for omnichannel success

Rachel Clarke

As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.

Customer journeys in an omnichannel world

This article is part of a series of articles from the WARC Guide to customer journeys in an omnichannel world. Read more

In an omnichannel world, the consumer purchase path can be a multi-layered, interwoven and complex journey. Consideration on one platform may lead to further research on another, in-person advice elsewhere, before the purchase is finally made. Commerce has never been so complicated.

For brands trying to understand customer behaviour, reach new groups of shoppers and encourage purchase completion – be it in a physical store or online – everyone involved in...

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