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BlogPost 88968839598 Omnichannel Marketing Trends in Retail | Unifonic//
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Omnichannel Trends in Retail Communications

By definition, omnichannel means using multiple channels to reach and engage customers, and these days, omnichannel communications are coming to the fore in the retail sector.

Looking at global market conditions, one can see good reasons for this omnichannel retail trend. Customers today are more connected than ever before, using an ever-growing number of devices and platforms to connect with brands. With the recent COVID-19 pandemic causing many brick-and-mortar stores to close their doors, either temporarily or permanently, omnichannel retail has become even more important, as it allows businesses to stay connected with their customers no matter where they are. It also allows consumers to access their favorite brands in ways that they choose.

This has given customers more power than ever before. They now expect a seamless, multichannel experience from the brands they shop with, and are likely to take their business elsewhere if they don’t get it. So, what are retailers doing to meet these new demands?

What Are the Benefits of Omnichannel Communications?

There are many benefits of multichannel marketing and communications for both businesses and customers. It is not just a retail trend, but a way of doing business that can have lasting effects that can benefit all parties and result in long-term relationships between brands and customers.

Inventory Visibility


One of the benefits of this approach is inventory visibility - The ability to see real-time inventory data across all channels, locations, and devices. With this information, retailers can make sure that they always have the products their customers want in stock, whether they are shopping online, in-store, or through a mobile app.

This is hugely beneficial for customers as well. They no longer have to worry about whether the product they want is in stock, or whether they will have to wait for it to be shipped from another location. This visibility also allows businesses to offer more accurate shipping estimates, so customers know exactly when their products will arrive.

Purchase or Return on Any Channel

Another benefit of omnichannel retail is the ability to purchase or return a product on any channel. This means that if a customer buys a product online but decides it’s no longer right for them, they can return it to a brick-and-mortar store. Or, if they see a product in-store but it’s out of stock, they can order it online and have it shipped to their home. This flexibility is convenient for customers and helps businesses move inventory quickly and efficiently.

Chatbot and Virtual Assistant Integration

Omnichannel communications can also be used to integrate chatbots and virtual assistants into the customer experience. These tools can be used to answer questions, provide product recommendations, and even help customers make purchases. For businesses, chatbots and virtual assistants can help to automate parts of the omnichannel experience and free up staff to provide other services.

Personalized Customer Experience

Another plus of omnichannel communications is the ability to personalize the customer experience. This is done by collecting data from all channels and using it to create a more personalized experience for each customer.

For example, if a customer buys a product online but returns it to a store, that data can be used to provide them with a coupon for their next purchase or to recommend similar products. This type of personalized experience is not possible with a single-channel approach and can help businesses to stand out from the competition.

Two-Way Communication

Omnichannel communications also allow for two-way communication between businesses and customers. This is different from traditional marketing, which is one-way only. With omnichannel communications, businesses can send messages to specific customers or customer groups, and customers can respond directly, building a relationship between retailer and consumer.

In addition, the utilization of social media platforms as part of an omnichannel communications strategy allows businesses to monitor what customers are saying about them and their products in real time. This provides valuable feedback that can be used to improve the customer experience.


Omnichannel communications are a must for businesses that want to stay ahead of the curve. The benefits include inventory visibility, the ability to purchase or return on any channel, chatbot and virtual assistant integration, a personalized customer experience, and two-way communication.

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