Channels have traditionally been viewed as intermediaries that facilitate distribution and transfer of products from manufacturers to their customers. Prior to the commercialization of the internet and subsequent digitization innovations, firms usually employed one type of channel such as a physical store, a call centre, or a catalogue.
Omnichannel marketing can be defined as an integration and cooperation of the various channels organizations use to interact with consumers, in such a way that the customer experience across channels and the performance over channels is optimized with the goal of creating a consistent brand experience. This includes physical (e.g., stores) and digital channels (e.g., websites).
It is a strategy that uses customer data to provide an immersive, seamless customer experience no matter the customer, the channel, or the stage of the customer journey.
Omnichannel marketing is based on two key areas: how customers get the information and how transactions are fulfilled.
The goal of an omnichannel marketing strategy is to create a convenient, seamless user experience for consumers that offers many opportunities for fulfilment. Omnichannel marketing emphasizes on a unified consumer experience rather than just facilitating transactions.
Omnichannel marketing
