The key difference is in customer experience, based on how a brand can interact with a customer through its representatives, its products, and the decisions made anywhere along the way from having a product to making a sale.
Now, for decades, or ever since the earliest forms of marketing, businesses have been multichannel – whether conscious or not. When traditional stores started having an online presence, even if that presence was not necessarily to sell, but rather for brand awareness, it still counted as a channel of communication. So, it was a multichannel approach to doing business – however rudimentary.
With the appearance of omnichannel, leaders across the business spectrum have tuned into the advantages omnichannel presents to their companies.
On a basic level like the example above, omnichannel means integrating the brick-and-mortar presence with the online presence. That can be done through different tactics, for example:
- Promoting store offers on your online channels in an integrated way
- Launching an online store that communicates and syncs with the physical store
These tactics are everchanging but the key concept behind the omnichannel approach is to have all the ways you do business be interconnected and intelligently so (now even more so with the implementation of more advanced technology and A.I. solutions).