At its core, omni-channel is defined as a multichannel sales approach that provides the customer with an integrated user experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in the store actually and the experience would be seamless.
It’s important here to distinguish an omni-channel user experience from a multi-channel user experience.
All omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel. You can have a superb well-designed website as online marketing, amazing mobile marketing, engaging social media campaigns. But if they don’t work together, it’s not omni-channel.
The multi-channel experience is what most businesses invest in today. They have a website, blog, Facebook and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of these channels.
An omni-channel approach, on the other hand, accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.