As businesses all over the globe are ever-expanding their marketing tactics through various channels of access, there is a need for Omnichanneling within the industries of today to make a lasting positive impact on the ideal customer service experience. While there are multiple options when ordering a coffee, purchasing a service online, or scheduling an appointment, the industries may also miss opportunities that can leave patrons falling through the cracks of mediocre customer service.

Now more than ever, there is the need for service providers to expand the use of each channel available. By omnichanneling, businesses can put their best service forward and give their consumers the ultimate customer experience allowing comfortable utilization, especially during times of uncertainty. 

Person laying on a couch looking at their phone that reads, "online shopping."

What is Omnichanneling? 

Omnichanneling is not only an efficient way to market the ease of discovering products by a mobile device; it can also provide a sense of clarity to the consumer as it connects availability, information, and opportunity. 

Definition: Denoting or relating to a type of retail that integrates the different methods of shopping available to consumers (e.g., online, in a physical store, or by phone). -Oxford Languages

We know that it is more often a customer would shop either online, through an app, through a social media ad, etc., rather than by phone or in a physical store. Because of this, businesses need to ensure that their customers can access the most relevant, up-to-date, and easily accessible information possible.

MoEngage, a marketing and analysis resource, released a guide to “Omnichanneling in 2020” for those hoping to understand how to utilize omnichanneling best and why a business may profit from the ways that shoppers engage today. “Omnichannel marketing refers to creating your brand’s presence across multiple online (website, app, social media, email, SMS, WhatsApp) and offline (retail store, events, call-center) channels while ensuring a positive and seamless experience throughout the customer journey.”

Woman using laptio and using a credit card to shop online

Marketo, an Adobe branch, offers tips on improving one’s omnichannel presence and engagement properties. Marketo states five tips on improving consistency and customer relevancy: considering content, embracing customer-centricity, providing a consistent experience, leveraging in-store experiences, and integrating all systems provided. 

Using these five tips, amongst others, can improve social-media response times, provide ideal mobile-friendly service within app-based platforms or websites, and nourish a user-friendly program to engage with customers. It can also maintain loyal relationships with customers by addressing their needs and providing an accommodating experience. 

Customer-Centricity

Analyzing one’s audience has been made readily available by tools such as Facebook’s campaign manager.


Businesses can analyze their audience and their needs and curate advertisements that best focus on the consumer and aid the business in keeping track of online engagement on a specific platform. Compiling records and filing a customer’s inquiries and concerns is a resourceful way to engage with the customer and create mutual knowing within the relationship.

Once the amount of activity engagement is learned within each channel offered by the business, a deeper level of familiarity can be used and built upon when addressing the audience’s needs and creating more content within the platforms the customers closely relate to.

Four people sitting in a circle using technological devices with thought blurbs in front of each of them. 1-4 that reads, "Like" "Click" Share" and "hello"

Improving response times can significantly improve a business’s success when assessing how an audience may engage with a specific channel. Consumers want to be heard and seen, and when they receive a slow response time, they tend to leave with more negative respect towards the company than if the company had not responded at all.

When providing a consistent experience, such as one of the five tips would suggest, a business can create a sense of clarity that spreads across all channels and leaves its followers with a reliable cause to frequent the industry for years to come.

woman using laptop - the entire photo is a bright blue and white setting with a white table and lots of light.

Consistency does not necessarily entail offering only one idea on multiple occasions; it can be as simple as practicing consistent branding and logo streaming; “Remember that familiarity breeds trust, so providing a singular experience across touchpoints is essential. If customers can’t count on you to guide them through a smooth pre-purchase journey, they certainly won’t trust your product or service to meet their needs.” Where there is trust between consumers and retailers, there is an opportunity for growth. 

Keywords: omnichannel, marketing, customer experience, integrating, engagement, online shopping, online marketing, SEO