Customers Don’t Think in “Channels”—They Think in Convenience, Consistency, and Experience

The way customers shop has fundamentally changed. They don’t see “channels”—they see a brand. Whether they browse on their phone, visit a store, or engage on social media, they expect a seamless experience at every touchpoint.

Retailers that embrace omnichannel strategies see the impact firsthand:

- 73% of shoppers use multiple channels in their buying journey.
- Businesses with strong omnichannel engagement retain 89% of their customers, while those with weak strategies only retain 33%.
- Omnichannel shoppers spend 4% more in-store and 10% more online than single-channel shoppers.
(Source: *Capital One Shopping)

Therefore customers demand convenience, consistency, and experience—and they’re willing to spend more with brands that deliver.

What This Means for Retailers
A disconnected customer journey is no longer an option. Retailers must:

- Integrate digital and physical experiences – Ensure customers can start their journey on one channel and finish on another without friction.
- Personalise interactions – Leverage data to offer relevant recommendations, promotions, and experiences across all touchpoints.
- Prioritise seamless communication – Whether via email, SMS, social media, or in-store interactions, messaging must be consistent and customer-centric.

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Retailers who prioritise omnichannel strategies win loyalty, drive sales, and stay ahead of the competition. Those who don’t? They risk losing their best customers to brands that do.

Want to know how Ombea can help you measure and improve this, contact us now.

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*https://capitaloneshopping.com/research/omnichannel-statistics

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