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In today's business world, relying on just one sales channel is no longer enough to successfully position yourself in the market. According to recent research, nearly 90% of consumers actively use multiple platforms when shopping. They browse products and place orders on personal computers and smartphones, visit official company websites, use information provided in email newsletters and mobile apps, interact with businesses through social media, and visit brick-and-mortar stores on many other platforms. This means that the share of purchases limited exclusively to online or offline formats continues to decline. This, in turn, reflects the growing complexity of the customer journey.

This ultimately poses new challenges for companies: to win and retain their audience, they must provide a seamless and consistent experience at all stages, regardless of the interaction format. This means that a brand must be literally at the customer's fingertips, at their convenience, whether in a physical store, through various marketplaces, social media, or specialized apps. This is where omnichannel marketing comes in. In many cases, this truly is the ideal option for integrating absolutely all possible channels of interaction between a business and its audience into a single system, which is guaranteed to increase conversion and loyalty.

In today's review, we will examine in detail what omnichannel marketing is and what its clients typically experience. We will highlight the key advantages of this solution for businesses. We will explain why omnichannel marketing is worth using in 2025 and discuss how this technology works in practice. We will also highlight a number of points that distinguish omnichannel marketing from multichannel marketing. We will also highlight a number of key features of this strategy. We will also provide a number of recommendations to help you build the most effective omnichannel marketing structure. The information presented will help you navigate the specifics of this technology and learn how to use it in your practice, delivering truly compelling results.

What is omnichannel marketing?

The term "omnichannel" literally translates from English as "all-channel," which itself emphasizes its comprehensive scope. The primary goal of this approach is to provide customers with a seamless and deeply personalized brand experience at every stage of the buyer's journey. This period extends from the initial product discovery on a digital platform to final payment, delivery, and, in some cases, even post-sales service.

The development of omnichannel is closely linked to the concept of Unified Commerce, which implies the complete integration of all business processes under a common denominator—maximum convenience for every customer. This isn't just technical synchronization, but a strategic shift where online and offline channels work seamlessly as a single mechanism, minimizing gaps in experience and increasing overall satisfaction.

Omnichannel marketing, in turn, is a comprehensive promotion strategy. Here, absolutely all available channels, from digital ones (websites, social media, mobile apps) to traditional ones (retail stores and call centers), are integrated into a single, harmonious system. Advanced tools help achieve this synergy. Modern practices actively utilize CRM systems for customer data management, marketing platforms like HubSpot or Marketo for campaign automation, and analytics services, such as Google Analytics or Adobe Analytics, for behavior tracking. However, the key to success lies not only in technology but also in internal organization. Transparent communication between sales, marketing, and logistics departments is essential. Only then will omnichannel marketing be fully embedded into a unified corporate culture.

This approach has undergone dramatic changes driven by the transformation of the modern consumer. Generation Z stands out, particularly among those who embrace digital natives, born and raised in a world of smartphones, social media, and instant access to information. For this target audience, speed and convenience are no longer a luxury, but the norm. They expect the entire process, from search to purchase, to be effortless, with just a few taps on their device.

Imagine this: a Gen Zerger is searching for stylish and comfortable clothing for a mountain hike. They start browsing options on Instagram, go to the brand's website for more detailed research, compare reviews on TikTok, and only then complete the purchase through a mobile app with in-store pickup. If this entire process is complicated or fragmented, the customer will simply switch to competitors. Let's reiterate that today's audiences value not only simplicity but also personalization: a brand must literally anticipate their needs, offering personalized recommendations based on past interactions, along with exclusive discounts or bonuses tailored to their lifestyle. To achieve this, companies are forced to collect data on each user's preferences, creating a detailed digital profile. This takes into account a wide range of factors, from purchase history to geolocation and interests. In the future, the role of personalization will be enhanced by modern technologies such as the Internet of Things (IoT) and artificial intelligence. For example, a smart fitness tracker could analyze the owner's health data, automatically recommend suitable sports products in the brand's app, and even create a vitamin subscription based on identified deficiencies. And what's remarkable is that all of this is achieved without any additional action on the user's part.

Characteristics of an omnichannel shopper: Key points

At its core, an omnichannel shopper is someone who seamlessly combines digital and physical channels in their interactions with a brand, creating the most flexible purchasing path. For example, they might browse the cosmetics selection on the brand's website, read reviews in the app, and then complete the purchase at a nearby beauty salon, where a consultant will consider the online selection for a personalized recommendation.

Another fairly typical scenario is choosing furniture in a brick-and-mortar showroom and then booking delivery online through the website or mobile app. This allows customers to avoid queues and immediately track their order status in real time.

This type of consumer actively monitors prices and promotions on various platforms, including specialized aggregators or global marketplaces, to find the best deal without unnecessary effort. They readily download branded apps to access exclusive sales notifications, loyalty programs, and personalized offers, such as bonuses for repeat visits.

Subscribing to push notifications and email newsletters from brands helps them stay up-to-date on new arrivals, whether seasonal clothing collections or the latest updates to services that allow instant purchase directly from emails. Furthermore, omnichannel customers prefer to communicate with support through their preferred channels. For example, they might send a photo of the problem via WhatsApp or Instagram DM to receive quick advice or a refund. This is made possible by a high degree of integration with the online store account.

This means that omnichannel shoppers make purchases more frequently, demonstrate higher loyalty rates, and are more likely to repeat purchases, as the brand adapts to their preferences and offers convenient options at every step of the interaction, from research to after-sales service. This not only simplifies the process but also strengthens the emotional connection with the company.

It's important to note that the more intensive and personalized your chosen tools are, including targeted advertising on social media or AI-based recommendations in an app, the greater the positive impact they will have on the end consumer. Ultimately, this will lead to an increase in the frequency and volume of their orders. This means that implementing omnichannel marketing offers businesses a number of significant advantages: a growing loyal customer base, an increased average purchase value, and long-term competitiveness in the market.

Advantages of Omnichannel Marketing for Business

If you decide to implement omnichannel marketing, you'll experience a number of significant advantages firsthand. Specifically, these include the following:

  1. Communication via the customer's preferred channel. In omnichannel marketing, the entire interaction process is tailored to the user's individual habits. This takes into account their activity across multiple platforms and the cost-effectiveness of the channels. If a company has accumulated a wealth of information about a customer, from purchase history to communication preferences, then inexpensive and quick options, such as mobile app notifications, are often the first choice. If the customer doesn't respond or prefers another format, the next step is a series of actions: an email with personalized content, a message in a messenger (such as WhatsApp, Telegram), or even a voice reminder through a call center. This flexible approach ensures that each client receives news and offers wherever they prefer, whether it's social media, the website, or an in-person consultation. This maintains a continuous dialogue even with users who have limited channel access. This could include audiences without full registration, where interaction is limited to SMS or in-app push notifications. This increases reach and engagement without irritation.
  2. Savings on mailings. Cascading message sequences and precise audience segmentation minimize the use of expensive channels, focusing on the most effective ones. Businesses analyze where customers are most responsive—social media, email, or SMS—and then allocate resources accordingly. Transitioning from disparate tools, be it separate platforms for email, push notifications, or messaging, to a unified omnichannel communications system significantly reduces operating costs. Now, instead of multiple subscriptions to services, such as Mailchimp for email and Twilio for SMS, everything is integrated into a single platform. This significantly reduces monthly payments and simplifies management.
  3. Improved interaction efficiency. Based on precise user behavior data, an omnichannel approach allows you to offer relevant product recommendations, choosing the optimal channel and moment for contact. For example, you can engage with busy professionals through an app in the morning or family shoppers via email in the evening. This not only increases open and click-through rates but also reduces churn. Customers are less likely to unsubscribe if they perceive value in offers. The entire ecosystem becomes seamless. For example, a customer can add an item to their cart in a mobile app while traveling and complete the order on their desktop at home. Promotions from the online catalog will automatically be applied in physical stores, strengthening cross-channel loyalty and overall turnover.
  4. Less spam, more value. Omnichannel minimizes unnecessary duplication, making communications personalized and useful. Alternatively, if a customer has already purchased an electronic gadget in a retail store using a QR code for payment, subsequent mentions of similar devices will not arrive via email or in-app notifications. The system will record the transaction and instead offer accessories or personal care services tailored to the purchase. This smart filter reduces irritation, increases trust, and turns marketing into a helpful assistant rather than a source of spam.
  5. More customer data. In an omnichannel environment, information is aggregated from all touchpoints, from product searches in the online catalog and viewing Instagram stories to visits to physical stores and customer support chat reviews. This data allows you to build detailed profiles, set up personalized scenarios, and predict behavior. For example, if a user inquired about organic cosmetics on the website but didn't purchase, the system will send an email notification about new products. If there is no response within 24 hours, a reminder will follow in Telegram with photos and reviews. This analysis not only optimizes campaigns but also provides insights for product development, helping businesses better understand their audience.
  6. Speed up campaign launches. Channel integration simplifies the orchestration of all marketing initiatives. Instead of manually setting up multiple tools, from Google Ads to internal CRMs, everything is launched from a single dashboard. This reduces preparation time from weeks to literally days, allowing for the rapid testing of new mechanics. These could be seasonal flash sales or personalized challenges on social media. As a result, teams spend less effort on logistics and more on... Focus on creative, which leads to a noticeable increase in campaign ROI, providing a significant advantage in an extremely dynamic market.

As you can see, the advantages of this strategy are numerous, but they will only become apparent after you implement all the necessary settings as accurately and comprehensively as possible.

Why implement omnichannel marketing?

The practical use of omnichannel marketing guarantees a number of significant benefits for businesses. Judge for yourself:

  • Increase customer retention. Omnichannel strategies help significantly increase audience loyalty. Companies that successfully integrate all channels retain up to 91% of their customers, compared to 35% for those that limit themselves to one or two platforms. This is especially critical in the service industry, where every contact, from an online consultation to an in-person meeting, shapes the overall impression and motivates repeat business. Alternatively, a fitness center could initiate interactions through a personal training app and then confirm bookings via SMS or chat, creating a sense of care and convenience, which reduces churn and increases customer lifetime value.
  • Optimize messaging and grow revenue. Advanced omnichannel systems reduce redundant communications by focusing on relevant ones, leading to increased annual revenue and lower marketing costs. Unlike traditional approaches, where emails are often ignored, omnichannel delivers targeted interactions, minimizing unsubscribes and maximizing conversions. Imagine an online electronics store: instead of mass emails, the system analyzes behavior and sends personalized notifications about discounts on accessories only to those who recently viewed gadgets. This not only saves money but also stimulates impulse purchases, which ultimately has a direct impact on revenue.
  • Build multichannel strategies in retail. Omnichannel is revolutionizing this area. We're talking about models like ROPO (research online, purchase offline), where over 85% of shoppers research products online but complete the transaction in-store. This increases the average purchase price, attracting customers with flexibility. Alternatively, a supermarket chain could allow customers to scan a QR code in an app to check product availability, reserve them online, and pick them up at the nearest store with loyalty bonuses. This approach not only increases traffic to brick-and-mortar stores but also boosts online sales through seamless transitions between channels.

If you believe this is relevant for your business, consider implementing omnichannel marketing.

How does omnichannel marketing work?

Omnichannel marketing functions as a unified ecosystem where all channels interact in real time, providing a consistent, seamless customer experience. Let's look at a simple example: imagine a user stumbles upon an ad for your online home appliance store on Instagram. They can instantly click through to a WhatsApp chatbot to check the specifications of a vacuum cleaner or microwave and even place a pre-order directly in the messenger, without even opening the website.

Another similar scenario: a customer visits a web page to browse the full catalog, compares models based on reviews and photos, and then calls a manager at the number in the banner for a personal consultation. The entire browsing history is automatically transferred to the CRM system, so the manager can see the context. If an item is added to the cart but the purchase is not completed, which often happens due to price concerns, the system will immediately send a reminder, whether it's a personalized email with additional details or a web push notification with a special offer, which will help nudge the potential buyer toward completing the desired action.

After a successful purchase, algorithms based on preference data will suggest relevant add-ons. For example, vacuum cleaner filters or a microwave oven base will be suggested. All of this is sent to the buyer via a convenient channel, such as an app or SMS. The key element: the customer selects the optimal delivery option, whether it's door-to-door courier service, in-store pickup from a partner store, or in-store pickup. All information about their actions, from search to payment, is stored in a centralized database and synchronized across platforms, preventing duplicates and ensuring personalization at every stage.

How is omnichannel marketing different from multichannel marketing?

At first glance, omnichannel and multichannel marketing may seem quite similar, if not identical. Both utilize a variety of channels to communicate with audiences, including email newsletters, social media, messaging apps, websites, and mobile apps. However, there's a fundamental difference in their approach to integration and customer focus, which directly impacts the effectiveness of the strategy.

Multichannel marketing, for example, treats each channel as an isolated tool. Alternatively, a social media strategy is developed separately from email campaigns, while SMS notifications take on a life of their own. As a result, channels don't communicate directly with each other, leading to fragmented and, in some cases, even conflicting messages. This ultimately leads to decreased brand trust and minimal conversion rates.

A simple example can be used here. Let's say a customer receives a personal Facebook post about a 20% discount on a summer accessories collection. The next day, they receive a Telegram notification about a "hot" promotion with 40% off similar products. When they visit the website, neither offer is relevant, causing confusion and causing the user to leave, irritated by the inconsistencies. In a multichannel approach, the customer is a "blank slate" in each channel: their previous actions aren't tracked, and their interaction history isn't shared, leading to chaos in communications and missed sales opportunities.

Omnichannel marketing fundamentally changes this paradigm. Here, the priority is the customer's interests, not channel convenience. All user data is aggregated into a centralized profile, accessible at any touchpoint, ensuring a consistent and personalized journey through the entire sales funnel. This not only eliminates friction but also strengthens loyalty by transforming disparate interactions into a unified story.

For example, a visitor to an online cosmetics store added a cream to their cart on the website but got distracted. In the mobile app, they receive an instant reminder with a personalized discount and skincare advice based on their past purchases. If a customer contacts support chat to clarify ingredients, the operator will immediately see the cart and history, offering quick assistance or an alternative. This ensures that the purchase process is completed without much effort on the part of the business.

Comparing Omnichannel and Multichannel Marketing

To better understand the differences, let's highlight a number of key distinctions between multichannel and omnichannel marketing:

  1. Personalization. In omnichannel marketing, it is more profound. It always takes into account the interaction history and preferences of each customer, and offers are tailored to the individual user through their preferred channels. In multichannel marketing, personalization is weak or absent altogether. It often uses mass mailings with minimal segmentation, emphasizing broad reach rather than a personalized approach.
  2. Focus. Omnichannel marketing is customer-focused. Its primary goal is to understand needs and behavior patterns in order to build long-term relationships. Multichannel marketing focuses on the product. It promotes a product or service by demonstrating its benefits and the advantages of purchasing.
  3. Channel Consistency. In an omnichannel approach, consistency is high. All channels are integrated, customer data flows from one touchpoint to another, and communications are logical and consistent. In a multichannel approach, consistency is low because each channel operates in isolation, interaction history is often lost during transitions, and messages may be duplicated or contradictory.
  4. Implementation Time. Omnichannel marketing requires more time than multichannel, as it requires considerable time to set up the system integration itself and all the processes that will then run automatically. However, the effect is long-lasting due to customer loyalty. A multichannel approach is faster to implement—campaigns can be quickly launched across multiple channels, but they are aimed at one-time sales rather than long-term relationships.
  5. Budgets. Omnichannel marketing requires higher budgets due to the need for a dedicated platform for collecting and analyzing customer data, as well as advanced IT solutions and the involvement of qualified specialists. Multichannel marketing requires lower budgets because in-depth analytics and integration are not required. The main costs are for advertising platforms and marketers.

An omnichannel approach is more complex to implement; it requires more in-depth analytics and system integration, but it yields better results. However, experience shows that companies with an omnichannel marketing strategy generate, on average, 10% more profit than their competitors.

Characteristics of an Omnichannel Marketing Strategy

The key goal when implementing an omnichannel strategy is to create a unified, integrated customer interaction system, where each customer receives the information that is relevant to them at the moment. Remarkably, this is achieved through the preferred channel and in a convenient format, be it text, video, or interactive chat. This not only simplifies the buyer's journey but also increases customer satisfaction, reducing barriers and strengthening brand trust.

Such a system is impossible without collecting and analyzing user behavior data. Information about preferences, interaction history, and reactions allows for instant influence on the customer through a variety of tools, from personalized recommendations to quick reminders. As a result, the user moves freely between channels. Thus, they can go from an online catalog to a brick-and-mortar store or from social media to a mobile app, always receiving consistent access to product details, without re-entering data or losing context. This is precisely what distinguishes omnichannel as such and makes it a powerful driver of conversions.

Developing an omnichannel strategy should begin with a thorough analysis of the customer journey across your locations. Here, it's essential to examine how the audience moves through the stages, from brand awareness to loyal usage. At this stage, key communication channels are identified. This will help identify pain points, such as delayed responses or inconsistent offers, and plan targeting to improve future impact. One option is to automate personalized notifications at peak moments of interest.

For businesses striving for omnichannel, it's important to conduct an internal audit and answer a number of fundamental questions. This will allow us to tailor our approach to the real needs of our audience:

  • What is our customer's profile in the current environment? Their demographics, habits, and motivations are taken into account.
  • What are their interests in the context of our offer? Here, attention is paid to a wide range of parameters, from trends to everyday needs.
  • Which communication channels are most popular with them? Explore available social media, email, instant messaging, and offline contacts.
  • What typical questions do customers have about our product, from technical specifications to return policies?
  • What are the customer's doubts at each stage of the journey? Here, it's important to pay attention to the initial contact, comparison of alternatives, the payment stage, etc.

It's also a good idea to consider how you can more accurately encourage purchases and brand loyalty: through personalized bonuses, reviews, or exclusive offers. This is all what will allow you to develop the most effective omnichannel marketing strategy.

How to Build an Omnichannel Marketing Strategy: Practical Recommendations

In an era when users actively use Telegram, VKontakte, WhatsApp, and email services like Gmail or Yandex.Mail, integrating all channels into a single system is becoming the key to success. This isn't just a technical task, but a strategic approach that enhances audience engagement and increases conversions. Let's explore a step-by-step plan for implementing omnichannel marketing so your business can create a seamless customer experience.

  1. Study your target audience. Start by creating a detailed profile of your target audience: describe their age, gender, profession, hobbies, and daily habits. For example, if your audience is young parents aged 25-35, they may prefer quick notifications on Telegram for childcare tips. This analysis will allow you to segment users by interests and behavior, making communications targeted and relevant, which will ultimately increase loyalty and reduce churn.
  2. Visualize the customer journey. Develop a Customer Journey Map—a visual diagram showing how a customer learns about a brand, interacts with it, and makes a decision. Identify key touchpoints, from the first click on a VK ad to the final payment in the app. This will help you identify bottlenecks, such as delays in support responses, and optimize them, improving the overall user experience and minimizing losses along the way.
  3. Choose communication channels. Based on the CJM and audience profile, filter relevant platforms. For example, TikTok and Instagram are suitable for young people, while LinkedIn and email are suitable for professionals. Eliminate outdated or ineffective channels, such as the rarely used X (Twitter), to avoid overload and focus on those where the audience is most active. This will reduce costs and make the strategy more focused.
  4. Set up a CRM system. Choose a reliable platform that integrates with the selected channels. It will allow you to centrally collect data, from social media views to offline purchases. With a CRM, you can build omnichannel sales funnels, track the entire interaction history, and segment your customer base. This enables personalization at every level without manual input.
  5. Develop a communication strategy and sales funnel. Analyze your current channels, identifying which ones, such as Telegram chatbots, generate the most leads. Use CJM to map the entire customer journey: from introduction through social media posts to subsequent retention through email promotions. Develop a messaging sequence—instant cart abandonment reminders or personalized recommendations. Leverage loyalty strategies, such as points programs, to strengthen long-term relationships.
  6. Use marketing automation tools. To avoid routine and ensure continuous dialogue, implement automation: set up chatbots for VK and WhatsApp that respond to FAQs 24/7, or drip campaigns in specialized email services. These tools analyze behavior in real time, sending relevant messages, such as discounts on accessories after the purchase of a key product, increasing engagement and effectiveness across different audience segments.
  7. Analyze the results. Regularly monitor metrics, such as email open rates, channel conversions, and net promoter score (NPS). Collect feedback through in-app or social media surveys and adjust your plan based on KPIs. Alternatively, if emails are lagging, increase push notifications. This iterative approach will allow the strategy to evolve, maximizing ROI.

Use these recommendations, and you'll be able to put omnichannel marketing into practice, truly working and effective, giving your business a significant advantage over its closest competitors.

Summary

Omnichannel marketing represents an evolution of digital strategies, shifting the focus from isolated channels to a unified, customer-centric ecosystem. In today's review, we've explored how this approach delivers a seamless experience, from personalized interactions through social media and email to apps for seamless transitions between online and offline. Unlike multichannel marketing, omnichannel eliminates friction, strengthens loyalty, and increases revenue. Experience shows that companies implementing it experience increased revenue, reduced customer churn, and optimized communications costs.

Developing a strategy requires a systematic approach, from audience analysis and CJM to CRM integration, automation, and ongoing results monitoring. This isn't a one-time campaign, but a long-term process that adapts the brand to the dynamic habits of consumers, especially Generation Z, who value speed, convenience, and individuality. Ultimately, omnichannel not only increases conversions and average order value, but also creates an emotional connection, turning casual visitors into loyal brand advocates.

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