Omnichannel: What is it, and why has it become the standard in marketing?

Omnichannel is an approach to communication and sales in which a brand operates consistently across all customer touchpoints, whether in a brick-and-mortar store, online, or via SMS. Regardless of the channel, the customer should feel that the brand functions according to the same principles and logic.

In practice, this means that:

• Information, offers, and the purchasing process are interconnected.
• Customer data flows between channels (e.g., store, website, SMS).
• The customer does not need to start over when switching channels.
• Every interaction, in the store, in the app, or on the website, is part of one, continuous journey.

The essence of omnichannel is combining all channels into a single experience. Different channels may serve different functions, but they cannot create separate, inconsistent worlds.

How does 2way fit into omnichannel marketing?

2way makes it easier for brands to connect what happens offline with what happens online. QR and NFC stickers, for example, can take the customer from the fitting room to the digital world in a single step. A landing page instantly collects their contact data, while SMS continues the communication.

Thanks to this, the brand sees the entire customer journey in one system, from in-store interactions to online activities, and can guide the customer through the process in a coherent way.

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