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Omnichannel Retail


Omnichannel retailing is the practice of conducting business across a variety of channels, such as online marketplaces, social media platforms, physical stores, and more.

What is Omnichannel Retail?

Although the term "omnichannel" has gained popularity, it is not just another way of expressing that you sell across several channels.

Let's examine the occasionally nuanced distinctions between omnichannel, multichannel, and single-channel commerce:

Omnichannel retailing

To meet your consumers where they are and create relationships that cross channels, a true omnichannel strategy must give a consistent brand experience everywhere you sell. It should place a strong emphasis on channel diversity for business model optimization and thorough data and technology integration.

Customers' expectations are rising in the retail sector, and omnichannel commerce is the only way to meet them. Nearly 90% of customers, according to a UC today survey, desire an omnichannel experience. The fact that 15 years ago, the typical consumer needed two touch points to make a purchase is even more telling of this change. That number right now?

Practically six touchpoints.

The advantages of an omnichannel strategy are not just immediate—you can expand your business across various channels—but they are also something that customers want and even demand.

Multichannel retailing

Multichannel commerce is the term for selling across several channels, similar to omnichannel. However, due to siloed marketing efforts that lack a clear cross-channel message, multichannel experiences are frequently inconsistent. Multichannel philosophies prioritize touchpoint optimization above journey optimization.

While businesses may be tempted to concentrate on improving individual touchpoints in the belief that the whole will automatically be greater than the sum of its parts, analysts write in a McKinsey article that this type of targeted intervention can amplify service variations and inconsistent behavior in other interactions.

Here are some of the reasons Magento 2 fits the Omnichannel strategy:

  1. The purchasers will benefit from being kept up to date in real time across all platforms.
  2. Helpful in preventing overselling and underselling by merchants.
  3. It makes real-time order tracking possible.
  4. The Magento store will gain intelligence as a result.

Let's use examples to better comprehend these points:

Customers that use several channels to shop have a 30% better customer lifetime value than those who just use one. As a result, it's crucial to satisfy these different channel customers, and Magento Omnichannel can handle all the channels for the online business. By centralizing inventory management for all Magento stores, the omnichannel management system can keep track of the stock and prevent some management concerns. Transparency in inventory can assist prevent the costly overselling and underselling of products that can hurt a company's bottom line.

Customers anticipate receiving their items inside the estimated delivery window as part of a smooth customer experience when we talk about real-time order tracking. Customers may track their deliveries using Omnichannel up until the time of delivery acceptance. Processing, acquiring, and storing data can be facilitated by data management and data visualization. Data collecting for a multi-channel platform is far more extensive than for a single channel. Therefore, a sufficient data processing system is required to guarantee that the information about each channel is saved accurately.

Benefits of an omnichannel strategy for retail businesses using Magento

Along with providing a higher caliber shopping experience, Magento 2 development with Omni channel also includes the following:

  1. Increase conversion and sales: An omni channel marketing strategy gives customers a simple way to browse and buy e-commerce items. The likelihood that customers will abandon a platform that shares information through certain channels, continue adding items to their basket, and make a final purchase decision is quite low.
  2. Adapt to a range of consumer needs: Retail clients need a smooth purchasing experience and a quick way to make purchases without having to deal with a slow interface. The integration of top-notch selling channels with retail outlets gives consumers the opportunity to buy. In the end, it will assist humans in captivating all store requirements.
  3. Keep up with the times: The Omni channel for selling e-commerce items exhibits consistency in implementing new modifications and generates a growth emblem that is perceived as real by all of the targeted clients.
  4. Increase customer retention: More and more customers are choosing to buy because of the Omni channel approach of product sales. It guarantees improved client connection with the brand through a variety of media.
  5. Enhance fulfillment: By connecting the profit channels across all media, businesses provide customers the option of returning items in-person or online. It offers clients a practical way to satisfy their various shopping needs.

Adapt to the needs of your clients

Consumers have been doing transactions for a very long time. People are still transacting; COVID-19 has merely redirected and spread out a lot of that activity over several channels.

Social media platforms used a captive audience to install new commerce capabilities, and marketplace traffic soared as e-commerce became standard practice.

Customer journeys are no longer nearly as linear as they once were. New brands and goods are being discovered by consumers in a variety of innovative methods, including Facebook and Instagram advertisements, Google Shopping, Amazon and other marketplaces, product reviews, in-store discovery, word-of-mouth, and more. Your brand could be displayed to them on a desktop computer, a television, or a mobile device.

Making yourself available where your clients are simplifies their purchase experience. In a world altered by COVID-19, that convenience is more crucial than ever, but it always has been. Prior to the epidemic, an NRF poll found that 83 percent of consumers said that convenience when shopping was more essential to them than it had been five years before.

In a crowded playing field, stand out

With more merchants competing for online customers' attention, distinguishing out is essential to success overall and calls for a more memorable brand, an improved shopping experience, and top-notch customer service.

Businesses who can make the switch to an omnichannel approach to online purchasing will stand out from rivals right away, especially those firms that are hesitant to give up the conventional brick-and-mortar retail experience.

Why wouldn't businesses search for an advantage wherever they can given how many rivals there are in the retail industry? The transition to omnichannel is a clear divider. In addition to expanding your consumer base, it might provide you access to a whole new market.

You'll need to update your understanding of your target market and adapt to new consumer wants and behaviors if you want to stick out. Data can help you determine whether you need to reconsider any of the following things about your clients that you may have always known about them in the past:

  • product selection
  • channels of sales
  • avenues for advertising
  • messaging
  • You'll have a higher chance of surviving any unanticipated changes if you do this correctly and regularly.

Utilize data and analytics to improve your business.

Given the fast and extreme shift in consumer behavior, some merchants would need to modify the mix of their sales and marketing channels to best suit the new situation. You may decide where and how to spend your energy by understanding your facts.

You may better understand your marketing initiatives across several platforms, including your website, social media streams, retail outlets, and even customer engagement, by managing the data stream for your company. Understanding the factors that influence consumer choice is essential to business success.

There are difficulties associated with the transition to omnichannel. Data optimization may speed up the process, ensuring that errors are prevented, and guarantee that information is not missing when constant collaboration across channels is required.

In order to find the best ways to balance inventory, meet consumers where they are, and deliver the greatest service, wherever they purchase, you must have a complete, integrated omnichannel strategy.


The ability of organizations to gather data from many consumer touchpoints, from a physical shop to an online store, is one of the hallmarks of an omnichannel strategy.

You may improve your understanding of what certain clients want by utilizing the data gathered and adjusting your messaging and marketing plan accordingly.

With the correct infrastructure in place, you can even create a personalized experience for each shopper. This is particularly useful given that 74% of users prefer the concept of websites that are carefully selected to match their interests — and may stop using it if it doesn't.

Customers, like everyone else, want to feel important. They will know they are your first focus if they receive a tailored experience.

How to Develop an Omnichannel Strategy

Orchestration is the process of tailoring the customer experience across all pertinent marketing and sales channels as part of an omnichannel strategy.

Because you will select the sales and marketing channels that best correspond with your goals and objectives, your organization will have a unique approach for orchestrating your omnichannel strategy. Because of your particular requirements, your operations will differ.

Separate your consumer base

There are several strategies to segment your consumer base; you'll need to choose the one that will work best for your company. The objective of market segmentation, also known as the identification of separate groups within your target market, is to further tailor your product to each of these categories.

Why is this important?

Instead of using a general, one-size-fits-all approach to reach out to diverse groups, segmenting your consumer base enables you to develop a better, more specialized plan.

Certain of the criteria used by some retailers to categorize their clients are as follows:

  • income range
  • geographical area
  • generation (e.g., millennial, Gen X)
  • online activity
  • values
  • marketing campaign interactions

Following the identification of distinct consumer segments, you may further explore how to tailor your offer to each group.

Analyze which channels are used by each consumer category

Different merchants will embrace new channels in comparable ways based on their size and target market.

They frequently begin by casting the widest possible net (Amazon, Google, Facebook) before narrowing their focus and becoming more specialized as they develop. Examples of this include channels like Mercado Libre for LATAM, Snapchat or TikTok for Gen Z, etc.

  • Consider that you want to get a gold watch. Depending on the sort of watch you're searching for, there are a plethora of locations you might look.
  • Are you looking for a pre-owned, vintage, or difficult-to-find watch? You may visit eBay.
  • If you have more contemporary and fashionable tastes, you may go through Instagram for inspiration.
  • Looking for something luxuriously expensive? You might wish to visit a physical jewelry store to view and touch the items there.

With each product and any target market, it works like that. You must understand how consumers act, where they browse, where they shop, and what drives them to make purchases if you want to reach them at the correct time and place.

You may use a combination of qualitative and quantitative data to make informed selections regarding your most crucial channels. Speaking with clients may provide a wealth of qualitative information and heighten your empathy for them. Nevertheless, monitoring important performance indicators will complete the image that is emerging in your head.

Analyze your data to find out which of your channels is most effective, efficient, and/or attracts the most new clients.

Then, concentrate primarily on creating the finest buying experience across all of those channels.

Create a client journey map

Knowing your clients and their preferred shopping channels is crucial, but it's not everything. Businesses must understand the why and how of consumer behavior.

Understanding a customer's cognitive processes through a customer journey map may help businesses understand what is and isn't working for their clients.

Consider that gold watch once more and imagine that you are searching for the trendy choice. Here is one route from research to acquisition:

  1. Search Pinterest for "gold watches"
  2. Look through a few popular businesses' Instagram pages
  3. Retargeting advertising for various jewelry manufacturers start to appear, and you may choose to click on them if they grab your attention
  4. Register for a few brands' websites' email newsletters
  5. For some of your top candidates, look for "[brand name] reviews"
  6. Finally, select a product from the brand's online store and pay for it.

The route may have been changed in a variety of ways or rearranged at any point, but the client still wants a flawless experience. One of the main difficulties with omnichannel is this. According to this McKinsey article, "An effective strategy involves an in-depth understanding of what customers genuinely desire since customer journeys are not straightforward and linear but rather a sequence of handoffs between conventional and digital channels that might vary dramatically by customer type."

Offer multi-channel client service

Consumers today want to make purchases whenever and however they find it most convenient, and the same is true of customer service. If you're going to focus more on having a presence across several platforms, you must ensure that you can offer customer service.

Think about the following instance:

  • A consumer came across a product through a Facebook digital advertisement, clicked the link, and visited the retailer's website. The link they chose, though, is broken.
  • They had a certain thing in mind but couldn't figure out where to look. To whom do they turn? Facebook or the merchant directly?
  • With several support teams, the consumer may become confused in the system and decide not to purchase the goods, which would be disappointing for everyone.

Organizations may avoid these problems and assist every client, regardless of where they are in the customer journey or whatever channel they are using, by building a cross-channel customer support system.

It may be possible to boost your customers' lifetime value and ensure their continued patronage by offering reliable, consistent service.

Make your technologies work together

Your inventory is one of the most fundamental justifications for tightly integrating as much of your IT stack as you can.

You'll need a single picture of all of your available inventory in real-time as soon as you start selling on several channels. To avoid having to enter product information manually on each channel where you sell, you'll also need a single source of truth for product information, such as a PIM or equivalent solution.

A platform for multichannel selling like Codisto enables you to integrate and sync accounts across Amazon, eBay, Google, and Walmart, while a data feed management solution like Feedonomics may assist in unifying your data across many channels.

Benefits keep coming. When your marketing and e-commerce initiatives are intertwined, you may gather your most crucial data to more accurately evaluate success and spot possibilities. Customer assistance is greatly benefited by seamless channel transitions. Your phone representative can continue the email conversation with a specific customer where it left off if they are already aware of the email thread. Customer service has a significant opportunity to boost consumer happiness, according to a recent McKinsey article: "Advanced analytics and new technologies, such as detecting difficulties before the customer explains the cause for the contact, allow first movers to produce 'wow moments'."

Benefit from automation

Khe Hy discusses the idea of productivity, which entails working for nearly $10,000 per hour. Determine the tasks you perform that have the greatest leverage.

What actually makes a difference? What advantages get stronger with time?

Your firm will be able to advance the more you can concentrate on those high-leverage tasks.

Automation comes into play when it comes to repeatable operations that call for little to no critical judgment and do not demand $10,000 per hour effort.

But automation doesn't end there. Additional instances of how automation may provide you more control over your company are shown below:

  • Use a chatbot to respond to common client queries and issues so that customer service professionals may concentrate their attention on more complicated problems.
  • Prioritize a tech stack that enables seamless integrations so that you can always see your company in real-time and base choices on compiled facts.
  • Establish behavioral triggers to send more individualized marketing along the client journey, ensuring that potential customers receive the appropriate messages at the appropriate moments.
  • Marketers may entice customers to come back and complete purchases with abandoned cart campaigns, regardless of the channel through which they first interacted with the customer.
  • Automated follow-up messages might offer products for future purchases, such as a discount, and thank consumers for their business.

Form the habit of testing

Testing is not a one-time task saved for the final few hours before launch. Your company should follow a structured testing approach, especially if you're starting on the challenging omnichannel path.

Why does this matter?

For omnichannel retail, testing should be a continuous process that examines all aspects of your site, from desktop browser testing to software testing, where you can observe how clients use your shop and make purchases, to customer decision handling testing.

Test often and thoroughly. Try out different offers, formats, subject lines, and content. Test your segments to see if you can further refine them for more precise targeting.

Testing should eventually be automated so that it can tell you in real-time how different parts of your company are doing and where changes can be made. Making decisions that will advance your organization will require data collection at every touchpoint. Ascertain that your platform and solution partners make it simple to combine all of your data sources and gain insights.

Final Thoughts:

The best platform for creating an Omnichannel online business is Magento 2. Open source, loaded with features and functionalities, Magento 2 has virtually limitless expansion potential.

The Magento features' full potential can only be realized with expert assistance. Store owners should continue to have both a physical and online presence for their company. Utilize Magento Omnichannel and the services of knowledgeable e-commerce solution providers like Mygento to guarantee that the online business complies with global requirements.

Are you prepared to advance your Magento eCommerce store? Let's chat!