Retail Omnichannel Strategy: How to Meet Multi-Channel Demands

👉 Register to attend the 2024 CommerceNext Growth Show on June 11-13 in NYC to learn from 150+ industry leaders about ecommerce and retail growth.

Excelling in omnichannel strategies is pivotal for retail brands striving to offer a seamless and integrated shopping experience. This article delves into the definition of omnichannel, its importance and actionable steps to implement a successful omnichannel campaign. Real-life instances from companies like Warby Parker, Steve Madden and Fabletics illustrate the effectiveness of these strategies. 

Key Takeaways:

  • Omnichannel integrates sales and marketing across various channels for a unified customer experience.
  • Nearly 90% of customers want an omnichannel experience.
  • Constructing a successful omnichannel campaign involves consistent messaging, addressing customer needs and utilizing platform-appropriate CTAs.
  • Different pathways of omnichannel retailing include marketplaces, social commerce and search, each presenting distinctive opportunities for growth.

Defining Omnichannel

Omnichannel retail is a strategic approach where retailers seamlessly engage customers across digital and physical touchpoints, providing a consistent brand experience. This strategy extends beyond traditional retail, with brands using omnichannel practices in physical stores to amplify their impact. In today’s diverse shopping landscape, customers expect connected journeys, necessitating consistent interactions across channels. Omnichannel retail addresses this by offering varied delivery options like curbside pickups and BOPIS (buy online, pickup in store). By integrating this strategy, retailers deliver hyper-convenient, personalized experiences across online, mobile and in-store platforms, fostering satisfaction, loyalty and enhanced business strategies.

Single Channel vs. Omnichannel vs. Multichannel

In the realm of retail, businesses deploy distinct strategies to reach consumers. A single-channel approach involves offering products or services through a singular channel, typically exemplified by a retail store. On the other hand, a multi-channel strategy expands the reach by selling through various channels, encompassing physical stores, ecommerce sites and marketplaces. The pinnacle of this evolution is the omnichannel strategy, where businesses aim to provide a seamless shopping experience across all available channels. This comprehensive approach integrates physical stores, online platforms, marketplaces, mobile apps and catalogs, ensuring that customers encounter a consistent and interconnected journey regardless of the channel they choose.

Why Omnichannel is Crucial Today

The importance of an omnichannel strategy has become particularly evident in the evolving consumer landscape, especially in the post-COVID era. This approach proves crucial as it not only aligns with the transformation in consumer behavior but also holds the potential to enhance sales and profitability. According to a study by CX Today, almost 90% of consumers want an omnichannel experience. 

By catering to consumer expectations of convenience, a diverse product selection and competitive pricing, an omnichannel strategy positions businesses to thrive in meeting the dynamic demands of today’s market.

How to Develop an Omnichannel Campaign

To craft a successful omnichannel campaign, start by focusing on foundational elements such as your website and social media channels, gradually expanding to additional platforms. Depending on your brand, consider developing an app to elevate the overall customer experience. When introducing new channels, prioritize addressing customer needs at each stage of their journey. Maintain a cohesive brand image through consistent messaging across all channels, avoiding excessive use of boilerplate content. Lastly, ensure each customer engagement concludes with a device- and platform-appropriate call-to-action, enhancing the seamless and tailored nature of your omnichannel approach.

Different Paths of Omnichannel Retailing

Omnichannel retailing unfolds through various avenues, each offering distinct advantages. Leveraging established online marketplaces like Amazon, Walmart and Wish can confer a competitive edge while streamlining operations to save time and costs. Social commerce emerges as a potent channel, employing platforms such as Meta and TikTok to expand reach through digital advertisements, often integrating seamlessly with online marketplaces. 

Additionally, recognizing Google as a pivotal growth opportunity, retailers can capitalize on this platform by strategically placing ads and listings, considering its widespread use among global shoppers for product research. These diverse paths collectively contribute to a comprehensive omnichannel strategy, enabling businesses to connect with consumers through multiple touchpoints, both digital and physical.

Real-World Examples

Warby Parker

warby parker - oomnichannel

Warby Parker serves as a standout example of effective omnichannel experiences. Their app’s virtual try-on feature allows customers to effortlessly try on glasses at home, ensuring a consistent experience whether ordering online or in-store. Emphasizing accessibility, the brand offers a free trial of five frames within five days, with included return shipping. Warby Parker also integrates customer feedback seamlessly, prioritizing topics like quality and pricing to enhance both their product offerings and customer service continuously. 

Steve Madden

steve madden omnichannel

Steve Madden exemplifies a seamless omnichannel approach, allowing customers to return online items in-store, maintaining a crucial connection to its in-person retail roots. The brand ensures consistent customer service excellence across channels, featuring a live chat on its website for inquiries on buying, shipping and returns. Embracing the trend of “buy now, pay later” (BNPL), Steve Madden offers Afterpay, Klarna and Affirm, streamlining the purchasing process and increasing the likelihood of a smooth transaction. 


fabletics - omnichannel retail

In Fabletics stores, iPads are placed on the outside and the inside of a customer’s fitting room. Each item a customer wants to try on is scanned before the customer enters the fitting room and is added to the customer’s online profile. The sales associates use an iPad located on the outside of the fitting room to see all of the items the customer has brought into the fitting room.


Explore further insights on omnichannel strategies and ecommerce at the 2024 CommerceNext Ecommerce Growth Show. Register now to learn from 150+ industry-leading speakers across 60+ sessions while connecting with 2500+ executives!