The main purposes of the omnichannel customer experience are flow and connectivity. This keeps brands and customers beating the same drum and singing from the same sheet, linking them together in a rhythmic, coherent, cross-platform, cross-channel retail experience.
Instead of retail being defined solely by products, it’s now defined by the customer’s experience and the way they progress through the buying process. Omnichannel retail is a narrative as much as it is a commercial strategy.
Here’s our guide on creating and managing an omnichannel eCommerce strategy.