Graduating from multichannel to omnichannel

WRITTEN BY: KATE MACCABE

Mastering omnichannel strategy: How brands can create seamless customer experiences

Customers expect a seamless experience—whether they’re shopping online, browsing in-store, or engaging on social media. But many brands still struggle to connect these interactions into a true omnichannel strategy. Instead, they end up with a multichannel approach, where each channel operates in isolation.

So, how can brands evolve and deliver a truly cohesive customer experience? That’s exactly what we explored in this Insights Unlocked episode. With nearly two decades of experience in digital strategy and product management, I shared expert insights on bridging internal silos, leveraging customer insights, and creating omnichannel experiences that drive engagement and loyalty.

The difference between multichannel and omnichannel

Many companies believe they have an omnichannel strategy—but in reality, they’re still stuck in a multichannel mindset. What’s the difference?

Multichannel means being present on multiple platforms (e.g., website, social media, retail stores), but these channels operate independently.

Omnichannel connects these channels to create a unified experience, where customers can move seamlessly between them.

A fragmented experience can lead to frustrated customers. If a shopper adds an item to their online cart but doesn’t see it reflected in the mobile app or store, they may abandon their purchase. An effective omnichannel strategy ensures every touchpoint feels connected, intuitive, and customer-centric.

Anthropologie leading the way for omnichannel success

Kate shared a standout example of a brand successfully implementing omnichannel strategy: Anthropologie’s 2024 holiday pop-up experience in New York City.

Here’s how Anthropologie brought their vision to life:

• Word-of-mouth marketing: Customers learned about the event via social media and personal referrals, reinforcing the power of organic buzz.
• Data-driven engagement: To attend, visitors had to sign up for Anthropologie’s loyalty program—allowing the brand to collect valuable first-party data.
• Seamless shopping experience: The event featured beautifully decorated rooms showcasing products, but no aggressive sales tactics or inventory displays. Instead, customers could explore freely and access a digital landing page with product details.
• Personalized incentives: Guests who made purchases during the event received a small gift-with-purchase, encouraging conversions without pressure.

The future of omnichannel strategy

The brands that win in omnichannel will be the ones that:

• Commit to long-term iteration instead of one-time campaigns.
• Break down internal silos for a unified customer journey.
• Use customer insights to guide decisions, not assumptions.
• Leverage technology strategically to enhance—not dictate—the experience.
• Are you ready to take your omnichannel strategy to the next level? Start by listening to your customers, aligning your teams, and focusing on seamless, customer-first experiences.

Businesses that prioritize customer experience over short-term wins will be the ones that stand out in the market. Omnichannel isn’t just a strategy—it’s the future of how brands engage with their customers.

Looking for strategic support in moving from multi-channel to omnichannel? Start the conversation today.