Omnichannel Retailing

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


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