Module: What is OmniChannel? (essential)

An omnichannel retailer has traditional methods of mass advertising integrated with emerging interactive channels. Websites, email offers, social media messaging and physical stores all show the same messages, offers, and products. The omnichannel concept not only extends the range of channels, but also incorporates the needs, communications and interactions between customer, brand and retailer.


According to an MIT report, omnichannel "is the central force shaping the future of e-commerce and brick-and-mortar stores alike


Omnichannel vs. Multichannel

The major difference between omnichannel and multichannel is the level of integration. Multichannel is usually identified as a non-integrated way to approach customers and inventory holdings while omni-channel requires coherent and absolute inventory integration. More and more organisations have realized the opportunities and advantages of integrating multiple channels by adopting an omnichannel approach. The boundaries between diverse channels tend to vanish in an omnichannel environment, giving the customer a consistent brand experience


Omnichannel retail practices


Omnichannel means having a uniform customer experience. A simple example is that the design of the website should remain consistent with the mobile app and should also match branded physical environments. Consumers can shop the same way through in-store, website, and mobile. Regardless of the customers’ location and time. The order can either be delivered to the address directly, collected at the store, or collect from a retail partner. In the United States, retailers and brands are commonly selling online and offline. Online channels include branded webstores, Marketplaces like: Amazon, eBay,, and social channels like: Facebook, Google Shopping and Google Express. To ensure omnichannel and multichannel retail strategies are controlled and implemented efficiently, brands and retailers use software to centrally manage product information, listings, inventory and orders from vendors.

Target group: Starter

Module level: Starter

Version | 31 - 07 - 2018

Part of course: Essentials of Ecommerce