Does OmniChannel Still Matter in 2017?


We’ve all heard the saying “omnichannel is dead.” But, is it really? With the proliferation of mobile apps and social media in this day and age, retailers may wonder if omnichannel still plays a vital role in delivering the ultimate customer experience. This is because with the momentum toward integrating commerce across channels, there’s one big piece of the puzzle still missing: what the consumer wants.

As customer expectations grow at an unstoppable pace, many retailers are looking to evolve their omnichannel strategy to match the demands. At this point, retailers are abundantly aware of how crucial the consumer experience is to their long-term survivability in the market – many people won’t hesitate to switch brands because of one unfavorable incident. This extends beyond the brick and mortar space, and includes the buyer experience across different touchpoints.

When perusing mobile apps, or exploring e-commerce sites, customers are now expecting retailers to deliver on the idea of seamless and sophisticated retailing. Omnichannel becomes more about providing an experience that transcends beyond any one channel and simply providing shoppers what they want, when they want, where they want it. Think Disney: the media and entertainment conglomerate goes to great lengths to ensure the essence of a magical event is never broken from start to finish, all the way down to an omnichannel user experience powered by mobile apps that allow guests to feel the magic before ever stepping foot in the theme parks.

In today’s consumer climate, retailers must stay ahead of the omnichannel trends for the sake of remaining competitive. Here are four reasons why omnichannel still matters and what it means for your customer:

Customers Like Choices – and Plenty of Them – Whether it’s from their laptop, tablet, mobile phone, or in store, customers like to have the power to switch channels depending on their needs. They want to purchase what, where, and whenever they like. Keeping in mind that consumers are very well informed about what brands are doing to attract their attention, giving your patrons a choice as to how they shop is a key advantage.

Customers Have Different Needs – Not every consumer prefers the same channel. From the millennial shopper to Gen-X buyers, they make tailored choices on the channel they prefer. Smart retailers use customer intelligence around preferences to drive their omnichannel strategy. Your goal is to make sure you are offering variety across both digital and physical environments.

Better Service, Greater Marketing Once a brand can hone in on a customer’s specific needs and how the purchaser prefers to be communicated with, this can render lasting benefits. It’s all about focusing on where your consumer could come from, not just where they currently are. But yet, pinpointing the channel they most frequent allows retailers to effectively market and communicate with their customer.

Around the Clock Availability– Omnichannel means being omnipresent. In our highly connected world, buyers expect responsiveness around the clock. By implementing an omnichannel strategy, retailers are meeting the needs of the always-on consumer who spends just as much time shopping at midnight while lying in bed as they do in-store during the day. With that said, it’s important to make sure that your products are readily available on every channel available to the customer.

In this ever-changing digital age, Omnichannel helps your business deliver a higher level of customer service by making interactions seamless, creating loyalty, and enhancing the consumer experience. Omnichannel is not a trend that will go away anytime soon – in fact, this phenomenon is here to stay. If you do it right, you can impress your patrons and improve their loyalty while simultaneously increasing revenue. 


In today’s consumer climate, retailers must stay ahead of the omnichannel trends for the sake of remaining competitive.