Today’s customers move effortlessly between digital and physical channels—often without even realizing they are switching systems. And that’s exactly where the challenge lies: businesses must create a seamless, cohesive experience across all touchpoints, regardless of whether the interaction takes place online, via mobile, or in person.
According to a recent McKinsey analysis, over 50% of consumers use three to five different channels during their purchasing journey. The message is clear: long-term success requires a customer experience that’s designed to be truly cross-channel.
This article explores what omnichannel commerce really means, why it’s essential for delivering a strong customer experience, the tangible benefits it offers—and the best practices we recommend.
What Is Omnichannel Commerce?
Omnichannel commerce is a sales strategy focused on delivering a consistent and frictionless customer experience across all available channels. It’s not just about being present on multiple platforms—those platforms must be intelligently interconnected.
Whether customers engage via your website, mobile app, customer service hotline, or in-store, they should be able to move between channels without losing information or facing communication gaps. Someone researching online should be able to pick up their product in-store. A support issue discussed over the phone should be tracked and resolved via email as well.
Unlike traditional multichannel models, where channels often operate in silos, the omnichannel approach emphasizes a continuous, integrated customer dialogue. The goal: a consistent brand experience—regardless of time, place, or device.
Why Is an Omnichannel Strategy Essential to the Customer Experience?
A truly omnichannel strategy ensures that every interaction with your brand feels like part of a unified journey—not a series of disconnected experiences.
While multichannel strategies merely provide various touchpoints, omnichannel goes further by seamlessly linking these touchpoints—both technically and in terms of content. Whether it’s placing an order online, returning an item in-store, or chatting with support via an app, every channel is part of a larger, coordinated ecosystem.
More and more successful companies are realizing that retaining existing customers through outstanding experiences is more profitable than focusing solely on new customer acquisition. A high-quality omnichannel experience is therefore a core pillar of any future-ready CX strategy—in both B2C and B2B contexts.
What Are the Benefits of an Omnichannel Approach?
A well-executed omnichannel strategy offers a range of strategic and operational advantages:
- Increased Revenue Potential
Companies that deliver consistent experiences across channels achieve significantly higher sales and above-average growth. - Improved Customer Satisfaction
A seamless, personalized experience reduces customer frustration. According to a McKinsey study, 67% of consumers are put off when companies fail to address their individual needs. - Stronger Customer Loyalty
Integrating data from all touchpoints enables personalized communication. Tailored recommendations and offers build loyalty and boost repeat purchases. - Valuable Insights
A holistic view of the customer journey helps identify behavior patterns and uncover opportunities for improvement across marketing, sales, and service. - Greater Efficiency
Centralized customer data, intelligent automation, and streamlined processes make it easier to optimize workflows and allocate resources more effectively. - Stronger Brand Perception
A consistent brand experience across all channels strengthens customer trust and enhances your market positioning.
What Omnichannel Best Practices Does CONVOTIS Recommend?
At CONVOTIS, our experts help companies from a wide range of industries implement holistic omnichannel strategies. The following best practices have proven particularly effective:
- Analyze Customer Experiences
Map out every customer touchpoint and identify friction points. Customer journey mapping helps uncover behavior patterns and pinpoint areas for improvement. - Consolidate Data Centrally
Use integrated CRM or ERP systems to collect customer data from all channels in one place. This is key to delivering personalized, context-driven communication. - Establish a Solid Technological Foundation
Leverage modern technologies such as automation tools, AI-based analytics, or cloud platforms to enable faster response times and gain deeper insights. - Ensure Brand Consistency
Align your brand messaging, design, and content across all channels. A clearly defined brand presence increases recognition and builds trust. - Connect Channels Intelligently
Create smooth transitions—for example, from a social media interaction to a personalized consultation. The goal: every customer should feel, “They know me.” - Continuously Optimize
Use KPIs like Net Promoter Score (NPS) or repeat purchase rates to measure success. Customer feedback—whether via surveys or direct interactions—is essential.
Together with the well-known Swiss food brand Betty Bossi, CONVOTIS developed a solution that consolidates and centrally manages all digital sales and service channels. The result: a seamless omnichannel experience for customers—and a significantly more efficient system landscape behind the scenes. The keys to success? Structured processes, a centralized data foundation, and a user-centric platform design.
Read the success story ›
Omnichannel Commerce as a Driving Force behind Brand Strength
Omnichannel commerce is a strategic step toward delivering lasting, meaningful customer experiences. Companies that interconnect their communication channels effectively not only ensure brand consistency but also drive internal efficiency.
At CONVOTIS, we support businesses in building exactly this connection—with a sharp focus on existing processes, technological opportunities, and real user needs.
Because in the end, what matters is that customer experiences work—reliably, intuitively, and across every channel. Want to deliver a great experience on every channel? We’re here to support you with proven expertise and cutting-edge technology—on your path to a digital customer experience that makes a difference.