Have you seen the ad where a number of celebrities discuss ordering pizza from Dominos via whatever method they prefer, text, tweet, smart TV, or smart watch?
This highly integrated, multi-channel customer experience is an example of omni-channel. Omni-channel marketing or experiences, like multi-channel marketing, leverages multiple channels. However, multi-channel may not be omni-channel.
While you may have great marketing and UX on social media, your website, your blog and other platforms; the platforms don’t necessarily work together to create a seamless and consistent experience across channels.
Dominos, on the other hand, delivers the same customer ordering experience regardless of the channel the customer chooses.
According to a 2014 opinion piece (Economist Insights), omni-channel retailing represents a big change for traditional retailers who have introduced online transactions but who have failed to fully integrate the user experience and adapt a full omni-channel strategy.
With the benefits of selling online, it makes good sense to ensure a consistent experience for customers regardless of channel.
Here are 7 examples from Hubspot of companies succeeding with omni-channel user experiences.