Why it matters

Research has found that consumer journeys involving multiple channels fared worse on experience compared to the single-channel ones. For brands that want to remain relevant to increasingly savvy and mobile consumers, delivering a seamless brand experience across the myriad of channels available to consumers today has become critical.


  • Engage customers, as well as employees, who can “deliver on the brand promise that we are making each and every day”.
  • To move beyond personalisation to individualisation, the brand must build a customer data cloud to aggregate information from the end-to-end customer experience.
  • Talk to your customers and bring them into the process as part of the co-creation process.

The omnichannel story has become very technology-oriented and is not the best way to help marketers struggling to deliver better customer experiences, said Nicholas Kontopoulos, Adobe’s regional head of APAC commerce marketing.