Omni channel

Are you already working with cross channel? Then you are well on your way to what is called omni channel. Omni channel is in fact the same as cross channel, just implemented 100%. Learn more about omni channel below.


What is Omni channel?

You've probably already heard of single channel, multi channel, cross channel and last but not least omni channel? But, like many others, you find it quite difficult to understand the differences. Is that the case? Then get an overview here.

  • Single channel means that you sell your products through a single channel. This could be a webshop, for example.
  • Multi channel means that you sell your products through several channels. This could be a webshop and a physical shop. The webshop and the shop do not work together, they each have their own business idea, management, departments and employees - and each works in its own way.
  • Cross channel means that you sell your products through several channels that interact. For example, this could be one or more physical shops as well as a webshop. Unlike multi-channel, cross-channel has a common business idea, management, departments and employees who work in the same way, regardless of whether it is a shop or webshop, etc. The overall objective is to put the customer first and to be able to deliver the same to the customer across all channels.
  • Omni channel means that a company practices cross channel to the fingertips. In the real world, this can be difficult to achieve, as realistically there will always be a slight difference in buying processes. However, it is still a very nice vision to have, as it can target the process on one specific identity that runs across all channels in the company - which in today's Denmark has to be said to be mostly the right direction, if looked at with a consumer's glasses on.

Omni channel marketing

Now we got to mention that omni channel is not very realistic to execute for the whole business. Fortunately, it turns out to be more feasible when looking solely at the marketing enterprise.

In marketing terms, omni-channel means that all marketing activities must be targeted at the individual potential customer. What is promoted to each potential customer must therefore be perceived as coherent and relevant. This applies regardless of the channel on which they are exposed.

As with cross-channel marketing, knowledge about the potential customer from one channel will be applied to other channels and each message will strongly lead to the next message - right up until the potential customer decides to buy a product.

Yes, it requires engineering and data collection, that's correct. But it can be done, and it increases your chances of making a sale.


Martino Mike d'Apuzzo

Partner & Senior Digital Advisor

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