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Omnichannel and multichannel customer experiences are not the same. Multichannel experience is a term used to describe a customer experience that is consistent across all channels but does not necessarily integrate all channels. For example, a business may have a website, brick-and-mortar store, and call center but they are not integrated and do not provide a consistent experience to the customer.
Omnichannel experience, on the other hand, is a term used to describe a customer experience that is consistent across all channels and is integrated. This means that all channels must work together seamlessly to provide a consistent omnichannel experience.
Some businesses may think they are providing an omnichannel experience when in reality they are only providing a multichannel experience. It is important to make sure you are clear about the difference between the two before implementing an omnichannel strategy.
The following table provides a more detailed comparison of omnichannel vs multichannel customer experiences:
There are a few challenges you may face when creating an omnichannel experience strategy:
There are a few key metrics you can use to measure the success of your company's omnichannel customer experience efforts:
You can use these key performance indicators to see how effective your omnichannel customer experience efforts are and make needed adjustments.