Omnichannel Retailing

A deep dive into omnichannel retailing, and how to implement it.

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What is Omnichannel Retailing?

Omnichannel retailing is when businesses provide an integrated and personalized shopping experience to customers across channels, removing any start-and-stop that could occur when a consumer switches between touchpoints or devices. An example of an omnichannel retailing experience could be a shopper reserving an item online for in-store pickup, and then receiving a discount code via the company’s app when they’re checking out at the brick-and-mortar location.

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Why omnichannel is the future of retail

If retailers want to survive, they have to embrace omnichannel strategies – plain and simple. Consumers want and expect omnichannel experiences, frequently switching  between channels throughout the customer journey. (81% of consumers said they research items online before purchasing in person, as just one example of cross-channel behavior.)

Omnichannel customers also bring in more revenue for a business. One study found that for every additional channel a customer used, they spent more money in-store (e.g. if a customer used more than four channels, they spent 9% more at a physical location compared to single-channel shoppers). 

Frequently asked questions