Omnichannel is an approach in which a customer interacts with a company through various channels — phone, store, chat, social media, email, ads, app — but everything works together seamlessly.
So if someone starts a purchase over the phone but finishes the transaction on the website, the system and the support team know exactly what's going on. For the customer, it's one process. For the company, it's several channels that talk to each other.
Sounds simple? Well, it isn't. Many companies have multiple channels, but each one lives its own life. Omnichannel is the situation where everything is connected.
Omnichannel in practice
A good example of omnichannel is InPost:
- You order from an online store (e.g., Zalando, Allegro)
- You choose an InPost Parcel Locker as the delivery method
- You get an SMS with a code
- You get an email with a code
- You see the package in the InPost Mobile app
- You pick it up at the Parcel Locker (offline)
- You can return it at the same or a different Parcel Locker
- Everything is tracked in one place
Why is omnichannel so important...
...that big companies are so eager to use it?
I think there are two reasons:
First — you want the "entry barrier" between you and the customer to be as small as possible. Does the customer prefer to call? Great, we answer the phone. Prefer to send an email? We do that too. Prefer to meet in person? Fine, we can set up a meeting.
The customer is asked for the absolute minimum effort — which is why they're more willing to show us their interest.
Second — order. All data from every touchpoint available in one place. This is what sets omnichannel apart from multichannel — and it's what gives it the edge.
When is it worth implementing an omnichannel approach?
When:
- you have more than one contact or sales channel (e.g., store + hotline + social media),
- you want customers to not have to repeat themselves at every touchpoint,
- you care about consistent service and a better customer experience,
- it bothers you that data from one system doesn't reach another.
Omnichannel is most visible where customers expect a fast response and precision — in retail, logistics, services, but also, for example, in banking.
What does a well-set-up omnichannel approach give you?
Above all, order. Customer service doesn't have to guess what's going on. The customer doesn't have to explain everything from scratch again.
Data is in one place. On top of that, there's a greater chance of making a sale — because the customer can buy in whatever way suits them.
If someone browsed a product on the website but didn't buy — you can remind them via email or an ad. If they asked about availability through chat, the store staff already knows before they even walk through the door. It's not magic, just well-connected systems ;)
Is omnichannel only for large companies?
No. Even a small company can operate omnichannel if it connects its data and maintains consistent service. Do you have a store, but also an Instagram account and a phone? You're already on the right track. The key is making sure the customer doesn't feel like they're talking to three different companies, but to one company that knows what it's doing.
An ERP system that connects all areas of a company into one system is Odoo.
Omnichannel - FAQ
What is omnichannel?
It's a way of conducting communication and sales through multiple channels at the same time, but in an integrated and consistent manner.
Is omnichannel the same as multichannel?
No. Multichannel means multiple channels operating separately. Omnichannel means combining them into one, consistent system.
What channels does omnichannel include?
Website, physical store, social media, mobile app, chat, phone, email, ads, hotline, automations... — everything the customer might use.
What do you need to implement omnichannel?
Systems that communicate with each other — e.g., CRM, ERP, warehouse, e-commerce. And people who understand how it's all supposed to work together. An example of a system that works consistently across all areas is Odoo.
How do I check if omnichannel is working in my company?
The simplest way is to just run an unannounced test: ask someone to ask a question via chat, then call, then walk into the store. If every person in the company knows what's going on — it's working. If not — it's not omnichannel yet.
Want your business to operate like one big organism?
Do you feel like your communication channels aren't working together? Omnichannel isn't just a fairy tale for big corporations — it's something that can work for you too.
Reach out to us — we'd be happy to show you how we can bring your business together into one cohesive whole.