Learn in the textbookBrand Strategy and Channel Push/Pull Strategies
DefinitionOmnichannel (オムニチャネル) is the approach of linking every touchpoint (channel) between a company and its customers, such as physical stores, e-commerce sites and apps, so that shopping flows as one experience wherever the customer starts.
ExplanationBy sharing stock, purchase history, points and similar data across channels, customers can move back and forth, for instance ordering online and collecting in a store, or buying an item through the app days after seeing it in the shop. From the customer's side, every touchpoint behaves like the same single store.
AnalogyIt is like a bank where a consultation you began at a branch counter can be continued that evening in the app or online.
Memory hookOmni is Latin for all, the same root as omnibus, the old horse-drawn coach meant for everyone.