Omnichannel marketing aims to make your customer feel like they're interacting with a single brand, no matter where they come from: the physical store, e-commerce, a marketplace, email, WhatsApp, or social media.

It's not the same as being on many channels. That's multichannel. Omnichannel connects those channels to one another: what happens on one channel is known and taken into account on the others.

Why does it matter?

Today, a single customer might see a product on Instagram, ask about it on WhatsApp, compare it online, and buy it in-store. If each channel stores its data separately, you’ll see four different people and speak to them without any context.

With an omnichannel approach, you gain a comprehensive understanding of the customer, can better assess what works, and avoid mistakes such as offering a product the customer has already purchased through another channel.

Story mode

Lucía sees a pair of sneakers on a sports store’s website, asks about her size via WhatsApp, and buys them at the store near her home. A week later, the store messages her to ask how they fit and suggests some running socks. Lucía feels like the store knows her, because all the channels are connected.

How to Use It with Data4Sales

• 360° Profile: The Customer Data Platform brings together in-store purchases, e-commerce, ERP, marketplaces, campaigns, and conversations into a single profile for each customer.
• Identity Resolution: Merges duplicate records based on document, email, or phone number into a single customer record.
• Omnichannel orchestration: Manage WhatsApp, email, and SMS from a single platform.
• Omnichannel Inbox: Respond to messages on WhatsApp, Instagram, Facebook, email, and MercadoLibre all from a single inbox.

Related terms

• Customer Centricity
• Identity Resolution
• 360° Profile
• Omnichannel Inbox