Pharma Omnichannel Excellence Conference 3rd June 2026 London

The next stage of omnichannel personalization moves from segments to individuals. Add Segment when your data complexity outgrows CRM-based integration. The result is an omnichannel ecosystem where every channel reinforces the others. Without it, a customer browsing on mobile and purchasing on desktop looks like two different people. Every omnichannel strategy starts with a single customer view.

Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next. When your email platform, website analytics, in-store POS, and customer service tools each hold separate fragments of customer data, you can’t deliver a connected experience. Brand teams, omnichannel centers, operations (e.g., peer-to-peer, conventions, advocacy), patient services, field teams, training, IT, and analytics must all play in sync. In the examples below, you’ll discover how well-known brands in different industries leverage technology to offer omnichannel buying experiences. Data and technology are useless without an omnichannel team to leverage these aspects, design an omnichannel strategy, coordinate efforts across channels and ensure that the strategy is working and able to achieve its objectives.

With an omnichannel retail, marketing, or service strategy in place, you’ll be reaching your customers where they are and in more places. Instead of only offering support on my desktop website, for example, I'd also offer support through Facebook Messenger, live chat, email, and phone. I’ve also compiled examples of brands who are leading the pack in creating omnichannel experiences. Consumers expect immediate and personalized service from brands no matter where they connect with them— chat, phone, email, or social media.

How to build your omnichannel marketing strategy

Track cross-channel attribution to understand where your strategy delivers and where it falls short. A successful omnichannel customer engagement strategy is never finished; it evolves with your customers. This is the hard part, and it only works with the right technology. Build a comprehensive omnichannel engagement strategy around this map. Ask them questions, invite feedback, and use social listening tools to understand what they actually want, not what you think they want.

They ensure consistent messaging tailored to customer behaviors and allow for the rapid deployment omnichannel of customer communications. Ensure smooth handoffs between channels, such as carrying over customer context from social media to phone support or in-person interactions in a physical store. Develop guidelines with key stakeholders to help ensure consistency in tone, visuals and messaging across all platforms, customer personas and interactions. This step might include investing in cloud-based servers to increase computing power or implementing advanced security systems, particularly in sectors such as healthcare and finance where data is more heavily regulated. Use a unified database or customer relationship management (CRM) system to store and access customer information in real time. Omnichannel customer experience solutions provide businesses with real-time visibility into their operations and customer interactions, allowing organizations to unify data streams.

What is an omnichannel marketing strategy?

This year, brands need to focus on physical stores by hosting events, offering services, scheduling appointments, and fostering communities to drive differentiation. Unified commerce is becoming a requirement, not a roadmap slide as customers expect accurate availability and delivery commitments. For example, if an item is out of stock, they want to know now, or if delivery will take longer than expected, they want a clear promise date. IGaming Pulse delivers the industry’s most powerful benchmarks for operators and marketers Together, these guide how brands design connected cross-channel experiences. Omnichannel goes further by connecting those channels so customer data, inventory, and messaging are shared.

Benefits of omnichannel

• An effective omnichannel approach considers both digital and physical touchpoints, tailored to where your customers are most active.
• For individual sellers, listing items on Facebook Marketplace is entirely separate from having a Facebook Shop.
• Throughout all such channels in marketing, a consistent, seamless user experience can help individual consumers stay engaged with a brand while building trust in it.
• Below, 19 members of Forbes Agency Council share how the meaning of omnichannel marketing has evolved over time along with strategies brands are using to market more effectively in response.

An omnichannel approach uses automation and real-time updates to ensure consistency in customer interactions, whether online or offline. It leverages customer data to provide a unified experience across channels, such as desktops, mobile devices, and in-store. Digital business services provider ServiceNow, for example, wanted to deliver a world-class customer and partner experience across every channel and every customer journey – but that required a total revamp of their omnichannel CX practices. Let’s take a look at a couple of brands that have nailed the omnichannel customer experience. The Qualtrics® Experience Management Platform® does exactly this, leveraging millions of customer data points – and sorting the signal from the noise – to help brands build truly cohesive customer experiences that transcend platforms, channels and physical locations.

Rather than relying on static rules to determine when and how to engage customers, AI predicts the optimal channel, timing, and message for each individual. AI has moved from a theoretical advantage to practical infrastructure for omnichannel commerce, and Loomi AI is built specifically to bridge the gap between offline and online channels. Among the volume of content and offers competing for attention, personalized experiences cut through. Today’s consumers want quality products fast, with easy access to the information they need to buy. Cross-channel marketing platforms that track unified customer profiles across touchpoints make this measurable rather than theoretical.