Omnichannel Marketing vs Omnichannel Commerce

An omnichannel strategy is not a new phenomenon. Or at least it should not be. But the clarity around what exactly “omni” is may be evolving. And will continue to evolve.

For many, you started your business knocking on doors with a trunk full of samples to showcase. Others launched a Shopify site and hoped for the best. Now you need to do both - or do you? Well, that depends…

Quickly it became clear that consumers, users and customers were dedicated and directed by their shopping and purchasing behaviors - in store, desktop, catalog, mobile, etc. This is when many brands were focused on multichannel, not omnichannel, strategies and tactics. It was costly, confusing and most customer experiences were fragmented at best as brands chased each new channel independently.

So brands needed to adapt.

They needed to create a customer experience that seamlessly connected the channels that mattered most to their users. Then through the evolution of technology this experience became cleaner, more enjoyable and educational for their target audience.

For those brands paying attention to their insights and analytics they began to watch their omnichannel marketing tactics evolve into new diversified revenue streams and growing margins.

And omnichannel commerce was born.

A place where you can browse, shop, learn, ask questions and purchase where and when you want. Because if you are not then another brand is.

But please do not over complicate it. Omnichannel does not mean you are everywhere. You need to be where your customer demands you to be and you need to be there when you are ready.

Study. Build. Watch. Learn. Optimize. Explore new channels. Follow patterns and your users will help you lead the way to building a strong and relevant customer experience that drives omnichannel commerce success. Because we know no single revenue stream is bullet proof.

Here are two masterclass examples of omnichannel commerce: The Walt Disney Company REI