Omnichannel retail: how to build a unified sales strategy
The shopper no longer separates purchasing channels — they live in all of them at once. Today they browse the range in an app, tomorrow they order delivery from a website, and at the weekend they visit the store to collect an order or simply choose products in person. For them, it’s a single experience. For the retailer, however, it’s a major challenge — every channel must be synchronised: prices, promotions, availability, and service must all be equally transparent and convenient.
Those companies that have already learned to connect online and offline are winning the competition — they capture attention, increase loyalty, and raise the average basket size. The rest risk losing the customer before they even take the first step into the store.
Omnichannel retail is no longer a buzzword. It is the new standard of commerce. In this article, we’ll look at how the omnichannel approach differs from multichannel retail, which mistakes most often hinder retailers, and how to build a step-by-step strategy where all channels work together as one.
The terms multichannel and omnichannel are often used as synonyms, but in retail, the difference is fundamental. Understanding this distinction determines whether a business can truly create a seamless experience for the shopper.
Multichannel vs omnichannel: where is the line?
Multichannel means that a company has several customer interaction channels — a store, website, app, marketplaces, and social media. They operate in parallel but are not necessarily connected. The shopper can choose the most convenient option, but switching between channels often causes friction: an online order can’t be collected in-store, loyalty points from the app don’t apply at the till, and prices differ.
Omnichannel, on the other hand, is built on the integration of all channels into a single experience. Here, the shopper can move freely between them: they start browsing online, continue in-store, place an order via the app, pick it up at the shop, or return it in any convenient way. Everything is synchronised — stock data, discounts, promotions, purchase history, and loyalty programmes.
The difference in approach can be compared to an orchestra. In multichannel retail, musicians play their parts separately: each one may be skilled, but together it’s not music — it’s cacophony. Omnichannel retail is the same orchestra, but with a conductor who keeps the rhythm unified.
For the retailer, this means one thing: it’s not enough simply to be present in every channel — they must work together, amplifying one another.
Today, the shopper sets the rules of the game. They want to choose products wherever it’s convenient and enjoy a unified experience: seeing the same prices in the app and in-store, using a single loyalty system, and collecting their order in any format — pickup, delivery, or at a collection point.
Why omnichannel is no longer a trend but a necessity
Retailers that fail to meet these expectations risk losing the customer before a purchase even happens. Studies show that over 70% of shoppers spend more with companies that have an omnichannel strategy, while more than 80% are ready to switch to competitors if they encounter a gap between online and offline channels.
For businesses, this means that omnichannel retail is no longer an “added feature” or a marketing embellishment. It’s a condition for survival in a market where competition is driven not only by price but also by convenience, speed, and transparency.
It’s important to understand that omnichannel benefits both sides:
- The shopper enjoys a seamless, error-free journey.
- The retailer gains higher basket value, repeat purchases, and deeper insight into customer behaviour through unified data.
In essence, this is a new logic of retail: those who stop forcing customers to “switch” between channels — and instead make the entire buying process natural and cohesive — are the ones who win.
Where retailers lose customers: common mistakes
The same product may cost differently online and in-store. Sometimes a discount is visible in the app but not recognised at the checkout. For the shopper, this isn’t a minor detail — it feels like deception. And even if the issue stems from technical misalignment, trust is lost instantly.
Channels act as competitors, not allies
A situation familiar to many: the website shows a product as “in stock,” yet the store shelf is empty. Or the opposite — the warehouse is full, but the online shop lists it as “out of stock.” Errors in data synchronisation make the brand experience feel chaotic and prevent the creation of a consistent customer journey.
Chaos in data and stock levels
When app bonuses don’t work in-store, and the physical loyalty card can’t be used online, the customer has to figure out the rules instead of simply enjoying the benefits. Instead of a single ecosystem, it turns into a collection of disconnected tools — and the loyalty programme stops fulfilling its main purpose: retention.
Fragmented loyalty programmes
Push notifications, newsletters, and SMS campaigns work only when they are relevant and personalised. But when a customer receives a stream of blunt, generic messages that ignore their interests and past purchases, the effect is the opposite — irritation instead of engagement.
Advertising overload without context
Even in the most digital system, the human factor remains. If a store employee doesn’t know how to apply an online discount or locate a pre-order in the system, the customer’s omnichannel journey breaks down. Investment in technology must go hand in hand with staff training and motivation.
Underestimating the role of staff
Omnichannel retailing isn’t a one-month project — it’s a long-term strategy. However, there’s a clear logic you can follow to ensure the process doesn’t break down into a series of disconnected initiatives.
How to build omnichannel retail: step-by-step recommendations
Instead of jumping straight into technology, it’s essential to understand how your customer actually moves towards making a purchase. Where do they first discover the product? Through which channels do they interact? Where do they most often “stumble”?
A customer journey map helps visualise these touchpoints and build your omnichannel strategy around them.
1. Start with the customer journey
Without a unified database, it’s impossible to deliver a seamless customer experience. Stock levels, prices, promotions, and delivery terms must be identical across all channels — even minor discrepancies can instantly destroy trust.
To achieve this, businesses need systems that consolidate data from every source: warehouses and ERP systems to planograms and CRM platforms.
2. Synchronise your data
Merchandising and planograms aren’t just about the shop floor. If a product is part of a promotion, it must be displayed correctly — and that information should reach every store.
Digital tools make it possible to monitor whether product displays match the plan, ensuring that the shopper sees exactly what they expect.
3. Integrate merchandising into the overall strategy
Omnichannel retail isn’t about sending the same message to everyone — it’s about tailoring offers to context. A push notification about a coffee discount when the customer is near the shop, an email promoting seasonal fruit, or a receipt coupon for a product that complements a previous purchase.
The more relevant the message, the higher the conversion rate.
4. Personalise communication
Curiosity about life in all its aspects, I think, is still the secret of great creative people.
Technology can solve a lot, but if a cashier doesn’t know how to process an online order or explain how the loyalty programme works, the whole system breaks down. Training and motivating staff are just as crucial to omnichannel success as apps and CRM systems.
5. Invest in team training
For customers to truly experience a seamless journey, strategies and journey maps alone aren’t enough. What’s needed is infrastructure — both digital and organisational — that connects online and offline into one coherent system.
Tools and practices that enable omnichannel retail
Customer relationship management systems make it possible to collect data from every touchpoint — what a person bought in-store, what they viewed online, which promotions caught their attention. This data becomes the foundation for personalisation. Instead of receiving a generic message, the customer gets a relevant offer delivered at exactly the right moment.
CRM and behavioural analytics
A unified accounting system eliminates the “available online but out of stock in-store” problem. When data on warehouses, logistics, and sales are connected, the business can confidently promise customers accurate availability and delivery times.
ERP and stock management
Effective shelf layout is a key part of omnichannel retail. If a promotional product is highlighted in the app but lost on the physical shelf, the customer senses a disconnect. Digital planograms help synchronise what the company promises online with what the shopper actually sees in-store.
Planograms and digital merchandising
The smartphone has long been a key channel of interaction. Through the app, customers can access bonuses, discounts, push notifications, pre-orders, and click-and-collect options. It’s vital that this experience is connected to the offline journey: loyalty points should work at the till, promotions should be visible in-store, and orders should be easy to collect.
Mobile apps and loyalty programmes
Modern tills are no longer just points of payment — they’re part of the omnichannel journey. They integrate with loyalty schemes, online orders, and analytics. This allows the customer to complete their purchase without unnecessary barriers, while the business gains valuable insights into what truly drives performance.
POS terminals and checkout systems
Just a few years ago, omnichannel retail was seen as a trend for “advanced” players. Today, it’s a basic requirement for staying competitive. The customer already lives across multiple channels, and the retailer has only two options: become part of that seamless experience — or lose the shopper to a more convenient competitor.
Conclusion
Successful companies understand that omnichannel retail isn’t just about technology. It’s about synchronising processes, maintaining data accuracy, empowering staff, and paying attention to detail. Everything is connected — from planograms on the shop floor and stock levels in the warehouse to app notifications and loyalty bonuses at the till. Only when all these elements work together do the physical store and digital space merge into a single sales ecosystem.
For retail in 2025, the question is no longer whether omnichannel is needed. The real question is how quickly and effectively a company can build it — so that customers feel seamless comfort, and the business sees growth in both revenue and loyalty. The sooner a retailer takes that step, the stronger its position will be in the new competitive landscape.
Tilda Publishing