The term “omnichannel” refers to using several of a brand’s channels at the same time.

For example, a customer might consult an item’s product page on his or her phone while in store, at the point of sale.

Omnichannel marketing helps brands meet the expectations and behaviours of consumers who are becoming more and more connected and dependent on the Internet.

Increasingly, the term “omnichannel” is replacing the term “multichannel” because the latter is too vague. “Multichannel” refers to the simultaneous or alternating use of a company’s contact channels. It is therefore important for companies in the coming years to take omnichannel behaviours into account in their strategies.

See also: Multichannel, Cross Channel