Omnichannel

Omnichannel means your customer gets the same products, stock, prices and service on every channel, in your shop, on your online store, through social media or a marketplace, and can move smoothly from one channel to the next.

Omnichannel or multichannel?

Multichannel is selling on several channels. Omnichannel is making those channels work together. You notice the difference at the till: can a customer buy online and exchange in store? Does your shop assistant see what someone ordered online? Can you see on one screen whether a product is in the shop or in the warehouse? Then you are omnichannel.

Examples

Click and collect. Order online, pick up in store within the hour.

Endless aisle. What is not on the shelf, the assistant orders online for the customer.

In-store returns. Bring an online purchase back to the shop.

One customer profile. In-store and online purchases count together for loyalty and marketing.

What it asks of your systems

Omnichannel stands or falls with one source for products, stock and customers. If your tills and your store run on two systems, you need an integration that syncs fast and reliably, usually through your ERP. With Shopify POS, shop and store share the same catalogue, stock and customers, with nothing to sync.

Watch out in Belgium: Shopify POS does not accept Bancontact for in-store sales. Online, Bancontact works through Shopify Payments. For some shops, that is a reason to keep the current till and connect it.

Why it matters

Customers see your brand, not your channels. They research online and buy in store, or the other way around. Omnichannel makes that customer journey smoother and gives you a clearer view of your customers' lifetime value.

How 6th Man works with omnichannel

We connect your store to your shops, with Shopify POS or with the till you already have. Coming from Lightspeed or Tilroy? Read how we move from Lightspeed and from Tilroy to Shopify without your shops standing still.

Related terms

Customer journey

ERP

Shopify Payments