Retail industry is transforming: nowadays, it is all about the modern consumer shopping habits and the opportunity for retailers to reach their customers wherever they are, using data and digital technologies available. This approach is also known as Omnichannel Customer Experience.


In the past, it was the retailer who determined what a customer should want to buy and how they should shop.

The reality today is opposite: customers define the shopping experience and only the retailers who adapt to the needs of their customers will have success.



Omni-channel retailing — or, omnichannel (meaning, all channels) — is a fully-integrated approach to commerce that provides shoppers a unified experience across online and offline channels (e.g., touchpoints). True omni-channel shopping extends from brick-and-mortar locations to mobile-browsing, ecommerce marketplaces, onsite storefronts, social media, retargeting, and everything in between.

Es. Definizione di shopify https://www.shopify.com/enterprise/omni-channel-retailing-commerce-what

Today’s shoppers have more opportunities to experience a brand, bouncing between online and offline along the path to purchase. It’s up to retailers to find and reach them on the right channel.

Sourche: Pinterest



  • Single Channel

The traditional model of buying through one channel: the physical store.


  • Multi Channel

New technologies means new channels for customers to research before making a purchase.

In the multi-channel approach retailers use multiple channels to sell and customers can choose their preferred channel for buying, when and where they want: it can be the physical store, online or mobile.


  • OmniChannel

This model provides customers with a complete shopping experience: all the channels, both physical and digital, work together so that retailers can engage with customers through different but interconnected touchpoints. No matter which channel customers choose (desktop or mobile device, or telephone, or physical store) their experience will be seamless.



Alongside attractive products, retailers have to consider trade omni-channel and integration of technology as their priorities in their retail strategy.

It’s not just about reaching the most people possible through just one channel but across multiple and interconnected touchpoints that work together.


To do so you have to:

  • Find where your customers are.
  • Make every touchpoint an opportunity to make sales.
  • Bridge the gap between online and offline.

In conclusion, to became an omni-channel retailer you need to focus on creating a relevant customer experience across different touchpoints, connecting online and physical store experiences, in order to enable customers to convert on any of these channels.