Omnichannel – Omni Channel (also spelled omni–channel) is a multichannel 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 bricks and mortar store. (1)
Starbucks Omnichannel Retailing Example
The Starbucks Rewards app is frequently mentioned in “top” lists of omnichannel efforts and for good reason: the coffee company does an excellent job in providing a seamless user experience across all channels.
Customers have the option of checking and reloading their Starbucks card balance through their phone, the Starbucks website, or when they’re at the store. Any balance or profile changes are also updated in real-time, across all channels, letting users stay in-the-know no matter where they are or what device they’re using. Plus, any earned rewards are automatically reflected in the account without any action on the user’s part.
When it comes to payments, people can either pay with their physical rewards card or use their phone, and the balance will automatically be updated online and in the app. (2)