Omnichannel refers to using multiple channels to reach customers and give them an equivalent buying experience no matter which channel they choose. I first learned about it years ago working on a retail tech project. Offering your product through multiple channels to appeal to a customers’ preferred way to shop. In-store, online, BOPIS (Buy Online Pick-up In Store). This was years before the global pandemic forced us to rely more on online channels for purchases.
It has been adopted as a marketing strategy to mean offering exposure of your product to customers in all (omni) means of promotion (channel). A blending of print, web, apps, outdoor, email, and other digital means.
Leslie A.M. Smith founded McCormick L.A. 30 years ago to provide marketing and public relations services to small businesses and nonprofits. She is the author of Laws of Promotion, a 50-page marketing guidebook for people with little or no marketing experience, available on Amazon in English and Spanish.
Recent Comments