Digitally-connected consumers are increasingly able to shop where and when they choose. This means marketers can increase top-line sales by enabling seamless shopping experiences. The fragmentation of the purchase process means that mapping out customer journeys is more important than ever. These vary greatly by category. Marketers and planners need to be fluent with behavioural data, ranging from keyword analysis to market-mix modelling. The best in class omnichannel platforms have succeeded, in part, by breaking down internal silos and having cross functional-teams working in harmony.

Definition

Omnichannel is a cross-channel business model that companies use to increase customer experience. Omnis is Latin for every/all. This model is considered the integration of all physical channels (offline) and digital channels (online) to offer a seamless and unified customer experience. Omnichannel consumers are those that interact with a business across all possible platforms such as TV, online, mobile or in-store.

Key insights

1. The majority of consumers are now omnichannel, with retailers recognising that they generate more sales