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Plus Report - By Thomas Baekdal - December 2013

Omni-Channel Can Be Useful, But Nobody Gets It

Omni-channel is a highly talked about concept within traditional industries, especially now that the world is transforming how we do business. In theory, they are absolutely wonderful. But in practice, almost nobody gets it and people are killing their businesses instead.

So let's dig into the world of the omni-channel concept and see if we can spot the problem and the solution.

What the heck is omni-channel?

Omni-channel is when you give people a frictionless customer experience, across all your channels, regardless of whether that is bricks-and-mortar, ecommerce, catalogs, or digital channels.

In other words, omni-channel is what we in the digital world call 'multi-channel', and we all know how important that is, right? But while multi-channel is mostly about marketing and exposure, omni-channel is more about the actual sale, the retail elements, inventory management and delivery options.

But the concept is the same between multi-channel and omni-channel. You want to maximize what you have to offer across all your channels, while at the same time making sure that people have as seamless experience from one channel to the next.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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