The customer journey for physical goods used to be relatively straightforward. Consumers would make a shopping list, go to the store, pick up products, check out, and go home.

With advancements in commerce technology, an abundance of online and offline channels, and variations in customers preferences, no two customer journeys look alike. Yet customers still demand highly personalized marketing messages and shopping experiences everywhere they shop.

Consumers can buy whatever, wherever, and whenever they want. As a result, seamless omnichannel experiences are no longer a novelty—they’re the expectation.

Businesses providing these cohesive and integrated shopping experiences are winning over competitors. In fact, consumers spend up to 1.5x more with companies that offer fluid, personalized, and seamless customer experiences.

This guide shares how to build an omnichannel marketing strategy, complete with examples from omnichannel brands that have reaped the rewards of one.

Table of contents

What is omnichannel marketing?
How omnichannel marketing works
What's the difference between omnichannel marketing and multichannel marketing
What are the benefits of omnichannel marketing?
How to build an omnichannel marketing campaigns
How does omnichannel attribution work?
Omnichannel marketing trends
How Shopify can help with omnichannel marketing
Omnichannel marketing FAQ

What is omnichannel marketing?

Omnichannel marketing is an integrated approach that uses many channels, such as social media, email, and SMS, to reach a customer. The goal is to create a consistent brand experience, no matter where a customer interacts with the company.

Brands use omnichannel marketing to create a seamless user experience across all touch points. This could include things like providing customers with the same product selection, pricing, and promotions across all channels, as well as offering customers the ability to purchase items online and pick them up in-store.

Image of omnichannel versus multichannel shopping experience — What an omnichannel experience looks like versus multichannel. | Source: *ResearchGate*

Not to get confused with multichannel marketing, omnichannel is highly personalized, consistent, and regularly updated marketing based on your shoppers’ needs—not on the needs of your channels. It puts customers at the center, offering them a seamless experience across all the sales channels they’re using and presenting them with the right information at the right time.

How omnichannel marketing works

SAB reports that customer touchpoints have more than doubled over the past five years. Today’s consumers expect seamless and cohesive shopping experiences, no matter where or when they interact with your brand.

Omnichannel marketing mainly relies on data. Only when you know your customers inside out can you be proactive with the marketing messages they’ll respond best to, on the specific channels they’re using.

Consider an enterprise retailer that sells through its online store, marketplaces, brick-and-mortar stores, and social media storefronts. With omnichannel, each one is seamlessly integrated with the other.

Potential customers might see your social media posts and start a subscription. From there, the brand can send push notifications through mobile apps when they’re near a physical store, cross-sell related products through Facebook ads, or send targeted email campaigns to people who’ve abandoned their cart without making a purchase.

What’s the difference between omnichannel marketing and multichannel marketing?

Personalized omnichannel marketing is not the same thing as multichannel marketing. Instead, it’s highly personalized, consistent, and regularly updated marketing based on your shoppers’ needs—not on the needs of your channels.

It puts customers at the center, offering them a seamless experience across all the sales channels they’re using and presenting them with the right information at the right time.

“The difference between omnichannel and multichannel comes down to integration and customer experience. In multichannel marketing, each channel provides different services and runs separately,” says Paige Arnof-Fenn, founder and CEO of Mavens & Moguls.

“Omnichannel marketing centers around the customer by providing them with a personalized message in a seamless, unified experience. This allows the customer to easily access information from any of the channels, since the channels are connected.”

What are the benefits of omnichannel marketing?

Increase visibility and brand awareness

More and more customers are shopping both in-store and across online channels, and it can be challenging for brands to fuse the experiences.

If you’re a retailer with physical stores and ecommerce stores, omnichannel marketing offers an opportunity to create integrated experiences that provide consistency and boost brand awareness. It meets the demands of today’s tech-savvy consumers through highly personalized, consistent, and regularly updated marketing, helping you stand out from competitors that haven’t yet made the investment.

Capture shoppers where they buy

One of the benefits of omnichannel marketing is that it ensures your marketing isn’t disjointed across platforms—which can also pay dividends for your store in the long run.

Not only do omnichannel customers not shop exclusively on one platform, they also don’t shop linearly. Instead, they bounce from one channel to another before making a purchase. In a Salsify report, respondents from the US, the UK, Germany, and France reported they engage on at least 11 different touchpoints.

What’s more, 80% of consumers say convenience, knowledge, and friendly service are the most important elements of a positive customer experience. The same report also found that 43% of shoppers would pay more for greater convenience. In other words: today’s consumers have new shopping patterns, and they favor convenience now more than ever.

Improve customer loyalty

Closing the first sale is the first hurdle any merchant has to cross. Once you’ve surpassed this, don’t ignore your existing customer base. Use your omnichannel marketing campaigns as a tool to turn one-time customers into repeat shoppers. These people account for 21% of a brand’s total customers yet drive 44% of their total annual revenue, on average.

McKinsey found that omnichannel customers shop 1.7 times more than those who use a single channel. They also spend more than their counterparts, justifying the expense in omnichannel marketing that meets customers on the channels they’re already using—not just those that are easiest for you to post on.

How to build an omnichannel marketing campaign

1. Define your customer journey map

The goal of omnichannel marketing is to meet shoppers with highly personalized messages at every phase and channel of the buyer’s journey. This means it’s essential to understand your customers and reach shoppers wherever they are—be it a brick-and-mortar store, a live event, social media, in-app, or on your website.

Customer journey maps define the typical order in which these experiences take place. For some brands, one sales channel comes way before another. “When we were doing pop-ups and in-person events, we realized we were making sales for all the month after because we would meet people in person,” says Myriam Belzile-Maguire, founder of Macguire Shoes.

“People try the product, so we felt like having a retail presence made sense in our business, especially when people want to try shoes for the first time, at least once. And then once they know they like the brand and they like their quality, and then they feel more comfortable buying online.”

map showing customer journey touchpoints

You’ll need concrete evidence to support customer journey mapping. Rely on the ecommerce analytics already available to you and supplement it with qualitative data from customer feedback surveys and quizzes.

The goal is not only to know what channels your target market uses throughout the sales journey, but the emotions and challenges they’re facing with each interaction. When are they aware of the problem? What’s the first step they take? What’s the final decision-maker that convinces them to buy? Outline the channels or touchpoints that occur at each stage to build your customer journey maps.

2. Decide on your marketing channels

Your customer journey map and will lead you in the right direction when determining marketing channels, but consider integrating the following into your omnichannel marketing strategy:

Social commerce. Marketers can direct shoppers from photos on social media directly to product pages, and consumers can also buy directly on TikTok, Facebook, and Instagram.
In-app. Mobile devices are a powerful shopping tool, and now it’s possible to create your own mobile app, market, and make sales right within your Shop app.
Email marketing and SMS. Capturing email addresses and numbers across channels and during a potential online purchase helps brands and retailers nurture customers to purchase.
In-store experiences. Loyalty programs, digital kiosks, and buy-in-store-ship-it-to-your-home are all ways brands and retailers can engage consumers in person.

3. Clarify your messaging

Consistent messaging helps to establish your brand identity. The goal is for someone to see your omnichannel marketing campaigns and know exactly who your brand is, what it stands for, and why they should consider your products when they’re looking to solve a problem or achieve a goal.

Develop a brand messaging strategy that outlines these three core pillars. Touch on things like:

Brand positioning. How does your product compare to what’s already on the market?
Brand personality. Are you fun and cheeky, or corporate and professional?
Visual elements. What colors, fonts, and photos will you use?
Brand values or mission. What’s the overarching goal that underpins everything you do?

Bear in mind that what you say will change depending on your target customer’s stage in the buying journey. If you’re doing omnichannel marketing for a coffee brand, for example, people who’ve opted into your email list might want more product-specific data than your social media followers. But underpinning both campaigns is your mission to become more sustainable and engage Gen Z audiences with tongue-in-cheek comedy.

4. Build your tech stack

Retailers today have never had a better marketing toolkit. The rise of omnichannel retail helps ecommerce merchants, brands, and retailers meet shoppers wherever they are, which helps them take advantage of growing customer spending.

Look for omnichannel marketing software that helps segment your customers based on the actions they’ve already taken and the data you’ve collected. The last thing you want is to drive the hard sell with Facebook ads that target people with no idea of what you are selling. A much more effective omnichannel approach is to retarget those who’ve already visited specific URLs on your website, such as /category/t-shirts, and show them t-shirts popular with people of a similar demographic.

Shopify stores already have the capability to collect customer data across multiple sales channels from a single commerce platform. From there, choose an omnichannel marketing app that can integrate with your store and run campaigns across multiple channels, such as:

“As a Shopify customer, we have access to the tools, apps, and integrations needed to succeed in a multi-channel world,” says Kerri Economopoulos, managing director at Titan AV. “Allowing us to put the customer first and deliver a seamless experience across all channels that builds trust and loyalty in our brand whilst driving growth for our business.”

One of the more advanced tools of omnichannel marketing is mobile location data combined with first- and third-party audience data. Geo-targeting technology can help target specific consumers during the “moment of truth,” like when they first stepped foot into your brick-and-mortar store.

But be sparing and strategic while using geofencing marketing or mobile GPS. You want to make sure the shopper has consented. Often you can get that consent when offering store Wi-Fi or when a user downloads an app. Then, in the customer’s mind, it makes sense that you would provide offers or suggestions because they’re an active participant.

5. Test and analyze marketing attribution

Data collection—including traffic, on-site interactions, personal data, purchases, and searches—is critical to powering ecommerce omnichannel personalization. The same goes for tracking your success with the right metrics.

Consumers come in contact with retailers and brands across multiple touchpoints, including online, offline, in-store, word of mouth, billboards, and in the metaverse. Some perform better than others, as Amit Mahtani, owner of Bagels on Greene, explains: “If something is a bestseller in the retail side, it's not necessarily going to be a bestseller online, so make sure you track them individually.”

But figuring out what data to use and how to track it is only going to get more complex, especially with Chrome phasing out third-party cookies. First-party data collection will become increasingly important for merchants, and AI solutions will lead the way to do some of the heavy lifting and help scale marketing automation.

Omnichannel attribution is the practice of attributing sales and conversions to the channels that customers use. While it’s true there is no one-size-fits-all attribution method or collection tool for omnichannel marketing, most marketers will:

Use cookies (for now), tags, user IDs, and UTM codes
Set up conversion tracking and pixels (e.g., Facebook pixel, Google Ads conversion tracking, etc.)
Integrate customer relationship management (CRM) and other marketing analytics platforms

The best method for collecting and analyzing attribution data is to use a tool that captures a comprehensive view of the customer journey, tracks various campaigns, and has robust reporting. Apps like Triple Whale and Polar Analytics can collate data from every marketing channel and sync it with your Shopify sales and conversion data. This allows you to paint a more accurate picture on how customers interact with your campaigns.

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How does omnichannel attribution work?

What is omnichannel attribution?

Consumers come in contact with retailers and brands across multiple touchpoints, including online, offline, in-store, word of mouth, billboards, and in the metaverse.

Omnichannel attribution is the practice of attributing sales and conversions to the channels that customers use. “This data allows businesses to see which channels are most effective and where they should focus their efforts,” says Tyler Brady of Zero Gravity Marketing.

Ways to collect and analyze attribution data

You’ve heard the quote from successful US merchant John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Thankfully, it’s not the 1900s anymore, and we have robust omnichannel marketing tools that help marketers collect and analyze attribution data.

There are several attribution models, and there is no one right way to collect and analyze attribution data.

Alan Park, digital marketer for Hood River Juice Company, says, “There are at least eight attribution models—some of them give all the credit to the first channel, some give all the credit to the last channel, and so on. For omnichannel marketing, you can collect data however you want. You are not tied up on a linear attribution model.”

While it’s true there is no one-size-fits-all attribution method or collection tool for omnichannel marketing, most marketers will:

Set up conversion tracking and pixels (e.g., Facebook pixel, Google Ads conversion tracking, etc.)
Use cookies (for now), tags, user IDs, and UTM codes
Integrate CRM and other marketing analytics platforms

The best way to collect and analyze attribution data is to use a tool that captures a comprehensive view of the customer journey, tracks various campaigns, and has robust reporting.

What does omnichannel attribution look like when it’s done correctly?

When done correctly, omnichannel attribution gives omnichannel marketers a comprehensive and clear look into how customers are engaging and converting.

A solid attribution strategy will use analytics tools to capture relevant and helpful tracking data. With these insights, marketers can improve marketing efforts and boost the ROI of marketing campaigns.

Stephen Heffernan, digital marketer at The Connected Narrative, says when searching for an attribution tool, marketers should look for one with a dashboard showing “how many customers were acquired from each channel, what the ROI was for each channel, and which marketing channels were most effective at different stages of the customer journey.”

Omnichannel marketing trends

We took to Twitter to ask active marketing professionals what fresh hot-out-of-the-oven omnichannel marketing trends they’ve noticed in the past year or two. Here are the top five trends, with brand examples.

1. QR codes at live events to bring shoppers online

Marketers are becoming more creative with leveraging mobile devices in their omnichannel strategies by fusing offline and online shopping experiences with QR codes. The number of US smartphone users scanning QR codes will increase to 99.5 million by 2025, from 83.4 million in 2022.

Graph from eMarketer showing the rise of QR code scanner usage.

Graph from eMarketer showing the rise of QR code scanner usage.

For example, Happy Hour uses free samples and QR codes at in-person events to encourage people to buy more products online.

“I went to a Lorde concert at the Shrine Auditorium in LA,” says Jonathan Roque, content marketing manager at Smile.io. “I got a free sample of Happy Hour and loved it. It was also available at the bar. I bought Happy Hour at the concert, scanned the QR code, went home, and bought more online.”

2. Live ads + QR codes + TikTok videos

Marketers also use QR codes on live ads to drive traffic back to TikTok.

Michael Miraflor, chief brand officer at venture capital firm Hannah Grey, saw Mulberry use this strategy and posted about it on Twitter.

Miraflor says Mulberry posted a series of four poster ads with a branded QR code. The QR code redirects interested passersby to a zine, hosted on a TikTok landing page, that serves as a microsite brand experience.

Example of QR code being used by Mulberry.

Example of QR code being used by Mulberry.

“I appreciated the Mulberry omnichannel campaign execution because the experience felt full-funnel, in that every bit of the consumer journey—from encountering the creative on the street to scanning the branded QR code to browsing through the zine content—felt very considered,” says Miraflor.

“The fact that OOH is one of the media channels driving toward a digital experience is great. It feels modern and omnichannel.”

This strategy is a stellar way to keep foot traffic engaged in content and other popular digital channels.

3. Social ads collecting customer data and sending customers in-store for free product

O2O (online-to-offline) commerce is also on the rise. O2O commerce is an omnichannel strategy where merchants work to bring online customers into physical stores to boost sales and loyalty.

Nikhil Venkatesa, content marketing lead at Convictional, provides a great example of how brands are using this technique.

He says brands like Stimulate are creating Instagram ads that collect a customer’s phone number and ask them to buy a product in-store. The customer will send the receipt as proof of purchase, and then the company will reimburse the expense on Venmo.

“Marketers get the double whammy of collecting a phone number for following up on SMS marketing, and you actually influence customers to try the product for free and see how awesome it is,” says Venkatesa.

4. Quizzes to collect data and personalize direct-mail content

Quizzes are an interactive tool marketers use to personalize products and marketing materials.

L’Amarue is one brand using this strategy. It uses an interactive quiz on its website to learn more about its customers’ individual skin care concerns.

The second question on L’Amarue’s skin wellness quiz on its website.

The second question on L’Amarue’s skin wellness quiz on its website.

Then, L’Amarue takes this information and sends a complimentary physical pamphlet in the customer’s order. The pamphlet has tips on how to improve their specific skin care concerns.

“This strategy is a great way to bridge the digital and physical experiences of our brand, and a way to connect with our customer base in their everyday usage of our products,” says Ande Sozzi, CEO and founder of L’Amarue.

“Collecting data directly from every individual customer has been a game-changer in making every physical experience unique and meaningful for our customers. It’s like having a member of our team on the ground with them, giving them info, tips, and tricks, and someone to hold their hand through their specific journey.”

What’s interesting about this example is L’Amarue is a small skin care brand with a team of only two. Omnichannel marketing doesn’t require a huge budget or team—only a smart strategy.

5. Online brands expanding into new retail locations

Some brands like Allbirds and Parachute Homes are opening their own stores to be closer to suburban shoppers. Others are collaborating with retailers to bring their products into physical stores, but not necessarily their own. Olipop is a good example.

Ed Kolovson, director of business insights at Olipop, tweeted about how expanding into retail has boosted the brand’s sales: “Olipop has increased door count by about 50% since the start of the year (excluding Walmart launch). … Sales have not declined one bit and Amazon sales have increased over 50% since the start of the year.

“Expansion into retail has led to more awareness and customers are able to try the product in stores first. This has led us to an increase in first time purchasers subscribing thus increasing our lifetime value.”

How Shopify can help with omnichannel marketing

In today’s highly competitive retail landscape, omnichannel marketing is essential to the success of your brand. It’s also not an easy endeavor, and takes time, tools, and strategy to get right.

Thankfully, Shopify has its point-of-sale and ecommerce systems integrated into one easy-to-use platform. Shopify helps merchants create personalized experiences for customers—no matter where they are engaging with your brand.

Omnichannel marketing FAQ

What are the four pillars of omnichannel marketing?

Visibility, personalization, timing, and optimization are the four main pillars of omnichannel marketing. By sticking to these principles when building your marketing campaigns, you’ll make each interaction meaningful and contextually relevant to your customers.

What is omnichannel marketing vs multichannel marketing?

The biggest difference between omnichannel and multichannel marketing is the central piece. With multichannel marketing, a retailer treats its products as the focal point. With omnichannel, however, the goal is to proactively deliver seamless and cohesive customer experiences that give potential shoppers the things they need, regardless of the channel they’re using.

Is omnichannel marketing effective?

Done right, omnichannel marketing is incredibly effective. Retailers can increase brand visibility, gain a competitive advantage, and increase conversion rates when they’re proactively delivering outstanding customer experiences on the channels their target market uses.

Is Amazon an omnichannel?

Amazon is an example of omnichannel marketing. The brand engages customers and encourages them to buy on a variety of channels, including its marketplace, the Amazon app, physical stores, and TV apps.

Ashley R. Cummings