From Multi-Channel to Omni-Channel: Brands Who've Nailed the Experience

Updated: Apr 18, 2019

Multi-channel experiences are rarely omni-channel. So what gives?


Here we list 10 evolved brands with killer omni-channel strategies.

Photo by Olav Ahrens Røtne on Unsplash

Omni-Channel v. Multi-Channel


First there was multi-channel where brands would use a variety of platforms to connect with consumers. However, in most cases, the consumer experienced each platform independently and there was no seamless experience or journey across these channels. Messaging on each platform was not always consistent and the consumer would dip in and out at random.


An omni-channel experience, on the other hand, is integrated, cohesive and ensures brands align their messaging, marketing, design and goals across each device, store and channel.


The key here is strategic integration to enhance marketing, sales and the consumer experience.


Harvard Business Review reports that 73% of consumers shop on more than one channel (only 7% shop online-only, and 20% shop in-store-only).


Consumers spend 4% more on average every time they visit a store, and 10% more online in comparison to single-channel shoppers. And when doing research online in advance, consumers spend 13% more in-store.


Bottom line: the more channels a customer uses, the more valuable they are.

Omni-Channel Strategies in Action


Here are 10 brands with amazing omni-channel user experiences:

  1. Amazon - Personalised, responsive interaction with consumers across multiple touch points, and full back-end integration of channels, completing purchases through whichever channel the consumer prefers.

  2. Glade – The Museum of Feelings was a great example of a true in-store multi-sensory experience.

  3. Oasis – Strong in-store and online connectivity using iPads to enhance customer service and make purchases as streamlined as possible.

  4. Steve Madden – Creation of real-time personalised shopping tech, used while consumers browse, share and buy items to ensure they receive targeted content.

  5. Sephora – Their Beauty Bag connects the consumers online purchases to their in-store visits. Consumers can also use in-store tablets to access their “Beauty Bag” account while shopping.

  6. Timberland – Enhancing the in-store experience with tablets and tech, consumers can engage with every product in the store. Consumers receive a guided Timberland experience, with interactive “tap walls” showing exclusive products through digital installations.

  7. Topshop – Topshop partnered with Twitter during London Fashion Week to display live trends on large screens near to their stores.

  8. Value City Furniture – They increased their shopping cart abandonment revenue by a massive 283% with their “easy pass”.

And don’t forget Missguided and Lakeland Leather who both won Best Multichannel Retailer last year at the Drapers Digital Festival 2018.


9. Missguided (best £200 million plus turnover brand) – Their SAP platform allows them to rapidly present stylish designs and reinforce their brand presence.

10. Lakeland Leather (best under £25 million turnover brand) – They saw a 20% increase in conversions with the implementation of their tailor-made CMS.


What brands do you think have this nailed? We’d love to hear from you.


Email us your thoughts.


Photo by Olav Ahrens Røtne on Unsplash.