Omnichannel Commerce
Omnichannel commerce runs the web store, app, physical stores, and social channels as one connected experience, so a customer gets the same information and offers wherever they start.
How is it different from multichannel?
Multichannel means operating several channels. Omnichannel means those channels are connected. A cart filled in the app that shows up on the web, and store inventory reflected online, is omnichannel; channels running independently is just multichannel.
Where does live fit?
Often as the touchpoint where store staff explain products directly to online customers. As a way of moving the in-store service experience online, it's one of the clearest omnichannel plays.
Frequently Asked Questions
Q. Do small brands need omnichannel?
Connection matters more than channel count. Even with just a store and social, linking customer identity and offers gets you the benefit.
Q. What should be connected first?
Customer identity and inventory. If those two disagree across channels, connecting anything else won't save the experience.