Voyado Engage 
Voyado Elevate 
Powered by Bonnie AI 
TL;DR
- Shoppers move easily between channels and expect every interaction to feel connected.
- In-store sales grew 11.8% last year, while online sales slowed down.
- The brands that link online, mobile, and in-store data see higher loyalty and stronger margins.
- Omnichannel is no longer a trend. It is how retailers stay relevant, profitable, and ahead of the curve.
Ever wondered why some retailers keep growing while others fall behind?
It is because they have mastered omnichannel retail. They connect every channel so customers always get a consistent experience, whether they are shopping online, using a mobile app, or visiting a physical store.
When we define omnichannel, we’re talking about a business strategy built around the customer, not the channel.
Getting this concept is what will separate modern retail leaders like you from those still trying to make disconnected systems work.
Your shoppers expect more than good products. They want convenience, personalization, and flexibility at every touchpoint.
We have the latest data from Voyado’s Retail Radar 2025, and it reveals the state of omnichannel retail. How can you use it to stay one step ahead?
The state of omnichannel retail in 2025
The line between online and in-store is almost gone. What used to be two separate experiences is now one connected journey.
From what we see in Voyado’s Retail Radar 2025, the message is clear: brands that link their data across all channels are the ones driving growth.
In-store is still the heartbeat of omnichannel commerce
Despite what people think, the brick-and-mortar store is not disappearing. It is transforming.
In 2024, in-store sales grew by 11.8%, while online sales dropped by 3.7%. That shift proves the benefits of omnichannel commerce. Customers want flexibility, not limits.
A physical store plays a new role now. It complements the online store and helps deliver a consistent experience for customers.
Shoppers still love the convenience of buying from a mobile app, but they also want to touch, test, and take products home. Many major players in retail use stores as brand hubs to strengthen trust and build customer loyalty.
An example a business might use is “buy online, pick up in-store.”
When the store associate can suggest additional items to complement the online purchase, it not only enhances the customer experience but also helps increase sales and build loyalty.
If you want to learn which tools make this work, check out the best omnichannel e-commerce platforms.
Customers are blending channels without even thinking about it
Today, a consumer can start browsing on a laptop, continue on a mobile device, and finish in a physical store.
This is exactly why your business needs to support multiple channels and use multiple channels to reach customers wherever they are.
The main difference between the omnichannel and multichannel approaches is simple.
In omnichannel, all touchpoints are connected.
In multichannel, each one works independently from the others.
The right omnichannel approach will combine data, service, and communication to provide a consistent experience across every sales channel.
When you coordinate efforts across systems like POS, CRM, and email, you create one view of all the customer data. That gives you a complete picture of how customers choose to interact with your brand.
Curious about how to plan this? Read our guide on how to succeed with omnichannel retailing.
Connected data drives better results
Retailers that connect customer data from every channel, including store, mobile, and online, see stronger outcomes.
Voyado’s data shows that 73% of total revenue comes from shoppers who receive loyalty or marketing communications.
That highlights the key benefits of omnichannel marketing, such as more relevance, better retention, and improved customer satisfaction.
When your business strategy includes personalized offers and aligned inventory, pricing, and promotions across every channel, you can increase sales, build loyalty, and reduce returns.
The key benefits of omnichannel commerce are clear:
- A seamless experience across channels, including in-store, mobile, and online
- Stronger customer relationships built on trust and relevance
- Smarter, data-driven campaigns that help customers and save money
- Consistent communication that enhances the customer journey
For guidance on connecting your digital and physical presence, learn how to build an omnichannel strategy.
What this means for you:
An omnichannel strategy is not just about having more channels. It is about connecting every system so you can provide a consistent experience for every shopper.
Retailers that understand this are the ones looking to stay ahead. They don’t treat channels as separate parts of the business. They use data to create a strategy that aims to serve the customer as one journey.
When your channels, data, and teams work together, every interaction adds value instead of friction. That is the power of true omnichannel retail.
Next, let’s look at how you can turn these insights into action and create an experience that feels seamless for every customer, every time.
How to create an omnichannel experience that converts: A quickstart guide
A strong omnichannel strategy does not need to be complex. It starts with a business strategy that aims to create a consistent experience for customers across every touchpoint.
When you connect data, systems, and teams, you turn multiple channels into one seamless experience. Here’s how.
Connect your data for a complete customer view
Retailers who define omnichannel correctly know that everything starts with data. When you connect systems across store, mobile, and online, you get a full picture of how customers interact with your brand.
What to do
- Combine all the customer data from every sales channel, including your online store, brick-and-mortar store, and mobile app.
- Coordinate efforts between CRM, POS, and loyalty systems to merge purchase history and browsing behavior.
- Use insights from omnichannel marketing to create personalized offers that match the customer journey.
How you know it is working
You can identify customers over several channels and provide a consistent experience. Conversion rates rise because your communication feels relevant. That is one of the key benefits of omnichannel commerce.
Personalize every touchpoint
Personalization turns multiple channels into one connected customer experience. It helps support multiple channels and ensures shoppers feel recognized wherever they shop.
What to do
- Create personalized journeys based on how customers choose to interact with your brand.
- Train teams in-store to use digital insights. For example, the store associate could suggest additional items to complement the online purchase.
- Keep offers and tone consistent across all digital channels, including in-store mobile checkout.
How you know it is working
Your customers begin to engage more, leave better feedback, and spend more per visit. This is one of the clearest signs of increased customer satisfaction and customer loyalty.
Align inventory, pricing, and promotions
Consistency builds trust. A seamless experience depends on accurate inventory, pricing, and promotions across every channel.
What to do
- Align inventory, pricing, and promotions across your e-commerce site and brick-and-mortar stores.
- Ensure that customers see the same products and prices wherever they browse.
- Use your omnichannel approach to coordinate efforts between departments and remove channel silos.
How you know it is working
Customers stop questioning pricing differences. They move smoothly from one channel to another and buy faster. You increase sales, build loyalty, and save money by reducing returns.
Empower your teams with omnichannel customer service
Your teams make omnichannel commerce real. They are the human part of creating a consistent experience.
What to do
- Give staff access to real-time customer data so they can tailor support.
- Train them to recognize online orders and use the omnichannel vs single channel mindset—one connected experience, not separate workflows.
- Equip them to upsell, for instance, when the store associate could suggest additional items or reward points to increase customer relationships.
How you know it is working
Customers receive the same service quality on every platform. Whether they reach out through chat, email, or in-store, the interaction feels personal and informed.
Measure, refine, and grow your omnichannel commerce and marketing
An omnichannel approach keeps improving over time. The goal is to stay ahead of the curve and make smarter use of customer data as shopping habits change.
What to do
- Track performance across digital channels to see what increases sales and customer satisfaction.
- Compare metrics across omnichannel vs multi-channel setups to spot weak links.
- Adjust your business strategy to connect more channels and create a complete picture of each customer.
How you know it is working
Customer experience metrics go up. Loyalty grows stronger. Your omnichannel strategy moves from theory to practice, helping you increase sales, build loyalty, and stay ahead of competitors.
When all these elements come together, every interaction starts to feel effortless. Your teams, systems, and channels begin to work as one, giving customers a seamless experience from start to finish.
Now that you know what goes into building a strong omnichannel strategy, let’s look at what it means for your business moving forward.
Over to you: Putting your omnichannel strategy into action
You’ve seen that omnichannel success is not about having the most channels. It is about creating one connected experience that makes shopping feel simple and personal.
The brands that do this well are the ones customers remember.
This is the moment to rethink how your data, teams, and technology work together. Every consistent experience strengthens customer loyalty, increases sales, and builds trust that lasts far beyond a single transaction.
What to do next
- Run an omnichannel audit. Map every touchpoint to see where the customer journey breaks and where data is missing.
- Connect your data sources. Link POS, CRM, and e-commerce systems to get one complete picture of how customers interact with your brand.
- Turn insights into action. Use what you learn to personalize experiences, align pricing and promotions, and improve every interaction.
If you are ready to connect your systems and turn insight into action, Voyado can help. We help retailers use data to create seamless experiences that drive results.
Book a demo with Voyado and start building the omnichannel strategy that keeps your brand ahead of the curve.
FAQs
How do you define omnichannel in retail?
Omnichannel in retail refers to using multiple connected channels to create one seamless shopping experience. It combines online stores, mobile apps, and brick-and-mortar stores to provide a consistent experience for customers.
What is the main difference between omnichannel and multichannel?
The main difference between omnichannel and multichannel is the connection. In a multichannel approach, each channel works independently from the others. In an omnichannel approach, all channels are linked to share data and provide a unified customer experience.
What are the key benefits of omnichannel commerce?
The key benefits of omnichannel commerce are higher customer satisfaction, stronger loyalty, and increased sales. Retailers also save money by aligning inventory, pricing, and promotions across all channels.
How can brick-and-mortar stores support an omnichannel strategy?
Brick-and-mortar stores support an omnichannel strategy by complementing online and mobile shopping. They give customers a place to see and try products and allow associates to suggest additional items that complement online purchases.
How do you know your omnichannel strategy is working?
An omnichannel strategy is working when customers move between channels without friction. They see the same products and prices everywhere, enjoy consistent service, and return to shop again because their experience feels connected.
