Glossary

Omnichannel is a sales and marketing approach that integrates a user’s shopping experience across multiple marketing channels, including web apps, email, SMS, and social media. In an omnichannel strategy, a user visits a company’s website and signs up for its monthly newsletter. With their permission, the company follows up with a coupon or more product details. At the same time, the company deploys social media ads to catch their attention. If this drives the customer back to the website, it’s an opportunity for the company to analyze the customer’s behavior. These different marketing channels are employed to guide a customer down the path to purchase.