Omni-channel is defined by TechTarget as “a multi-channel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a brick-and-mortar store.”

Omni-channel is about true continuity of the customer experience. The best way for a customer to perceive everything is to allow them to own their own data and experience, and then give them the ability to use it to guide creation and context of every shopping experience. When brands think customer experience, they need to think omni. It’s not about your customers or their customers; it’s about all customers.

It’s important to distinguish an omni-channel user experience from a multi-channel retail experience. 

The multi-channel experience is what most businesses invest in today. They have a website, blog, a Facebook page, and a Twitter account. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of those channels. An omni-channel approach, on the other hand, accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.