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Omnichannel

A uniform experience across every channel

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author
Tim Sol
Business Consultant

Three situations we encounter every day in retail and e-commerce.

Why Your Channels Don’t Communicate with Each Other

  • Your customer is fragmented across systems

    The point-of-sale system knows what someone bought in the store, the online store knows what they viewed online, and your email platform knows something else entirely. Three half-customers instead of one whole one. We start by identifying the source of each piece of information.

  • The Same Customer Receives Four Messages

    Someone makes a purchase in the store and receives an email about that same product a week later. That doesn’t cost revenue—it costs trust. As soon as your channels share data with each other, that kind of noise disappears on its own.

  • Inventory doesn’t match across channels

    An item is listed as in stock online, but it’s not available in the store, making click-and-collect a risk. Consistent inventory across channels is the foundation of every promise you make.

An omnichannel strategy as a growth engine

A customer doesn’t think in terms of channels. They browse on their phone, hesitate in the store, and end up buying online three days later. Every time one of your channels isn’t aware of that story, you’re paying twice for the same customer.

An omnichannel strategy solves this through data, not by adding more channels. As soon as the point-of-sale system, online store, and email use the same customer profile, your customer service team knows what happened online, and your email team knows what was purchased in-store. The integrations handle that work, so no one has to export a list anymore.

You’re working with Sander van der Hoff, Digital Consultant at Redkiwi. We start with a single customer journey instead of a year-long program, and during the monthly meeting, we review together what results that has yielded. We’ve been connecting online and offline channels since 2004, and those 22 years of customer knowledge are the driving force behind the recommendations we make.

  • 22+ year experience
  • 9,3 customer service
  • 55+ Kiwi specialists

What does an omnichannel strategy entail?

Four layers. The customer view: a single profile that brings together purchases, behavior, and service, with the source system clearly identified. Inventory and fulfillment: a single source of truth for inventory, so that click-and-collect and in-store returns aren’t just promises but actual processes. Content: the same product information and the same narrative across every channel. And the measurement framework: knowing which channel contributed to a purchase, rather than just who had the last click.

From Disconnected Channels to a Single Customer View

We start small and with clear visibility. First, we’ll focus on one customer journey that generates the most revenue—for example, from online research to in-store checkout. We’ll integrate that journey, measure it, and improve it, and then move on to the next one. This way, the system expands quarter by quarter instead of waiting a whole year for a single major rollout. During the monthly meeting, we’ll decide together which journey to tackle next, and you’ll be able to see its performance in your own dashboard.

Three services that connect channels.

What an omnichannel strategy relies on

Connecting channels requires three things: the store sharing its data, a place where profiles converge, and a system that actually does something with that customer profile. We handle all three with the same team.

From baseline measurement to monthly adjustments in five steps.

This is how we build your omnichannel strategy

  • 1. Baseline assessment of channels and data

    We map out what you know about a customer, where that information stands, and where there are gaps. This provides an accurate snapshot of your data.

  • 2. Selecting a single customer journey

    Together, we’ll select the customer journey that generates the most revenue. It’s smaller in scope than a full program and can be linked to specific metrics more quickly.

  • 3. Integrate systems

    The point-of-sale system, online store, inventory, and email are integrated, with clear definitions of which system is the source of which data.

  • 4. Activate and personalize

    With a unified customer view, your offerings become relevant to each individual customer, both online and at the counter. That’s where the difference becomes apparent.

  • 5. Expand and adjust

    Review the numbers every month and plan the next customer journey. You’ll see at a glance what’s working and why.

Three organizations with customers across multiple channels simultaneously.

Brands that connect online and offline

  • La Place

    We'll take care of a new flavour

  • Bruynzeel Kitchens

    A scalable growth engine for the consumer market

View all our case studies View all our case studies

Independent advice, no bias.

How we connect channels

Shipping software that scales with you

Business ordering with custom prices, directly from your own ERP

InRiver
View all our partners View all our partners

Let's discuss your omnichannel strategy

We’ll review what you currently know about your customers, where that information is scattered, and which customer journey will yield results first. It takes just one hour and requires no commitment.

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Agreement 

Meet your commerce specialists

Sander van der Hoff
Digital Consultant
Lukas Roeling
Head of Performance Branding & Digital Strategist
Meet the entire team Meet the entire team

How much does an omnichannel strategy cost?

Every partnership is tailored to your needs. What that entails for you depends on the number of channels, the state of your data, and which systems need to be integrated.

What you’ll always get: a baseline assessment of your data before anything is integrated, an initial customer journey that delivers quick, measurable results, a dedicated specialist, and an honest conversation if you don’t need something just yet.

Want to know where your first gains lie? Schedule a call, and we’ll define the scope together.

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Frequently Asked Questions About Omnichannel Strategy

01/ What is an omnichannel strategy?
An approach in which your channels share a single customer view instead of each maintaining its own records. What someone buys in the store is reflected in your email. What they view online is known to your employee at the counter. This primarily requires linked data, not more channels.
02/ What is the difference between multichannel and omnichannel?
Multichannel means you have a presence on multiple channels. Omnichannel means those channels are interconnected. The difference isn’t in the number of channels but in the data underlying them: one customer profile, one source of truth for inventory, one story.
03/ Where does an omnichannel strategy begin?
With a baseline assessment of your channels and your data: what do you know about a customer, where is that information stored, and what pieces aren’t connecting. Then we select one customer journey to connect first. This is smaller in scope than a large-scale program and delivers measurable results more quickly.
04/ Do we need a CDP for an omnichannel strategy?
Not always. With two or three channels, you can often get a long way by linking the systems you already have. A customer data platform becomes useful when profiles from multiple sources need to be merged. We’ll be honest with you if you don’t need one yet.
05/ Does an omnichannel strategy work even without a physical store?
Yes. Even without a store, you have an online store, email, ads, customer service, and sometimes a marketplace. If those channels aren’t sharing data with each other, the same customer will receive four different messages. Connecting those channels yields just as much benefit as it does in retail.
06/ How much does an omnichannel strategy cost?
That depends on the number of channels, the condition of your data, and which systems need to be integrated. Every partnership is custom-tailored, so we won’t provide a quote until we know those three factors. During a one-hour consultation, we’ll work together to identify where the first opportunities for improvement lie.