Beyond Aisles and Clicks: How Omnichannel Strategy Is Transforming Retail E-commerce


Omnichannel e-commerce emphasizes the integration of all channels. Retailers that use this strategy are present on multiple platforms, and they ensure these platforms work together to provide a consistent and unified customer experience. Their messaging, branding, shopping experience, and pricing are harmonized across all platforms. This way, when a customer switches from one platform to another or makes additional purchases, the experience feels consistent.

Increase in traffic and sales through constant availability

According to Google, 53% of shoppers say they consistently research before making a purchase to ensure an informed decision. Retailers are able to offer a seamless experience across all the feeds with the omnichannel method, helping them to find what they need. This ease and stability aid the consumers’ research for a product, increasing their chances of making a purchase and boosting sales. They effectively capture and engage customers at various stages of their buying journey by integrating marketing campaigns. Ulta Beauty increased its revenue by 18% to $10.2 billion in 2023. The company succeeded by incorporating an omnichannel commerce solution that bridged the difference between offline and online sales.

Licious’s acquisition of My Chicken in October 2024

Meat and seafood startup Licious acquired Bengaluru-based offline retailer My Chicken and More in a cash and equity deal in October 2024. Licious is expected to strengthen its omnichannel presence in Bengaluru, which is one of its biggest markets. According to Vivek Gupta and Abhay Hanjura, co-founders of Licious, the acquisition has enabled them to rapidly scale their offline presence in South India.

Smarter data collection and customer retention through personalized approaches

Almost nine in 10 customers say two-way conversations are important to them when interacting with a brand. An omnichannel approach in the retail e-commerce market maximizes the gathering of data from these conversations across all channels. This provides invaluable insights into customers’ behavior, tastes, and preferences, including their interactions with product information. Companies fine-tune their marketing efforts with this knowledge, adjust their inventory to match demand, and improve customer service. All of this leads to better performance, not just for marketing campaigns but for the entire business. An omnichannel customer experience also enhances brand loyalty. It allows retailers to meet the customers at each of their preferred shopping channels — whether that is in-store, online, on social media, or on a mobile app. This organizes the shopping experience, providing a better system and keeping customers coming back.

PUMA, for instance, got key insights into their customer lifecycle by implementing the SAP Emarsys Customer Engagement platform. This enabled them to launch sophisticated and tailored marketing automation that unlocked the true revenue potential of their customer base. In 6 months, they drove fivefold revenue from email, 25% open rates, 50% database growth, and ten times more weekly subscribers than before.

Consistent customer experience

Omnichannel e-commerce influence customers to engage in conversations. Customers reach out on social media handles and land on the website curiously browsing products. Then, they opt-in for email marketing or text alerts. Retailers then send them an email with a discount code and a link to an item they viewed or added to their cart. This way, they reach customers on their preferred channels and keep things in synchronization when they check another channel to continue their journey. Conversational messaging channels create a unique customer experience for everyone who interacts with the brand on some level.

The crux

Omnichannel e-commerce allows retailers to collect and merge customer data from multiple channels. Analyzing this data gives a clear picture of a potential customer’s interaction with the product. It helps interpret their behavior, which gives the e-commerce retailers the scope to personalize their buying journey. Keeping them engaged increases brand loyalty and sales and a higher lifetime value for shoppers who only purchase using one channel.

More Reports:

Neo and Challenger Bank Market

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