How to create the perfect omnichannel strategy Part 1

Why detailed, multi-faceted opportunity auditing is the first step to focused omnichannel optimisation that delivers predictable results.


If customers can interact with your brand via more than one channel then, like it or not, you are delivering some kind of omnichannel experience.

It therefore goes without saying that optimising that experience is vital to improving customer loyalty and driving sales – an optimisation challenge that boils down to finding ways to eliminate friction from the customer experience.

But optimising the customer experience across multiple channels in a way that delivers predictable results – and no unexpected negative consequences – is no small task.
It’s a complex undertaking that leaves many an overstretched ecommerce team wondering where to start – and all too often over-focused on small changes that don’t deliver step change in omnichannel performance.

So, where do you start? The truth is, delivering an omnichannel development strategy that works demands a rigorous approach built on detailing investigation, testing and iteration.

That means the first steps must be to understand both where there are problems and opportunities in your omnichannel journey and, crucially, why.

Only with this insight can you develop the perfect omnichannel optimisation strategy – one that prioritises the big opportunities, enables planned, iterative enhancement and which, crucially enables realistic meaningful measurement of progress towards defined goals.

This post is based on 6 Stages of Omnichannel Success, a detailed guide to developing an evidence-driven, proven and validated omnichannel optimisation solution, which you can read here.