An omnichannel customer experience means delivering a coherent journey for customers across all channels—online and offline—ensuring consistency and continuity. Unlike multichannel approaches, omnichannel focuses on integrating touchpoints so that every interaction feels connected and personalized, regardless of where the customer starts or finishes their engagement. Source
Omnichannel customer experience is crucial because modern buyers expect seamless engagement across multiple devices and platforms. Brands that deliver consistent experiences see higher customer satisfaction, loyalty, and advocacy. According to a PwC report, customers are willing to pay 13-18% more for better experiences, and brands providing omnichannel engagement see a 9.5% yearly increase in annual revenue. PwC, GlobeNewswire
While multichannel approaches focus on being present on various platforms, omnichannel strategies integrate these touchpoints to create a unified, consistent experience. Omnichannel ensures that customer interactions are connected and personalized, whereas multichannel may result in fragmented experiences. Source
The modern buyer’s journey includes three stages: Discovery (awareness through various touchpoints), Purchase (conversion across any channel), and Loyalty (ongoing engagement and advocacy). Each stage benefits from a connected, omnichannel approach that reduces friction and builds trust. Source
Consistent messaging reinforces brand identity and builds trust as customers move between digital and physical touchpoints. According to Lucidpress, consistent brand communication can increase revenue by 23%. Lucidpress
A good omnichannel customer experience is defined by consistency, seamless integration of online and offline touchpoints, personalized interactions, efficient customer service, and clear communication. Brands must use tools that support these elements to deliver a cohesive journey. Source
Brands can improve their omnichannel experience by mapping the customer journey, standardizing taxonomy and structure, selecting the right tech architecture, integrating data and systems, defining channel-specific logic, and continuously measuring and refining their strategy. Source
Best practices include understanding your target audience, identifying frequently used channels, breaking down the customer experience from awareness to advocacy, and pinpointing every touchpoint and friction area. This clarity helps deliver consistency and connection where it matters most. Source
Standardizing taxonomy and structure ensures that content, customer data, and products are organized consistently across platforms. This enables relevant messaging and personalization at scale, making it possible to deliver the right message to the right audience at the right time. Source
The two main approaches are all-in-one suites and API-first architectures. All-in-one suites offer integrated tools but may lack flexibility, while API-first architectures provide modularity and scalability, allowing businesses to build custom stacks and avoid vendor lock-in. Source
Integrating systems like CRM, CDP, CMS, POS, eCommerce, and analytics creates a single source of truth for user behavior and preferences. This enables seamless data flow and ensures that omnichannel strategies are actionable and effective. Source
Channel-specific logic defines what content, offers, or actions are delivered in each channel and how they adapt. For example, an abandoned cart may trigger an email, a push notification, or a chatbot prompt depending on the channel. This ensures relevant engagement and maximizes conversion opportunities. Source
Brands should track performance by channel, device, campaign, and customer segment. Omnichannel strategies should be treated as evolving systems, with regular feedback and experimentation to improve outcomes. Source
Brands like Apple, Amazon, Starbucks, Zappos, and Glossier are cited for their seamless integration of online and offline touchpoints, personalized rewards, and efficient customer service. These companies use technology and data to create unified customer journeys. Source
Hygraph’s taxonomy feature allows teams to define core tags and audience segments for every content asset, enabling scalable personalization and consistent messaging across channels. This structure supports content teams, growth teams, and sales teams in delivering unified experiences. Source
Brands can personalize omnichannel experiences by mapping customer journeys, maintaining consistent taxonomy, and using structured content that adapts across channels. Continuous, tailored touchpoints ensure that customers feel recognized and valued at every stage. Structured Content
Challenges include high upfront costs, increased operational expenses, complexity of integration, and the need for consistent taxonomy and architecture. The actual cost and complexity depend on the solution type (all-in-one vs. composable), customer journey structure, and integration level. Source
Customer behavior is rapidly evolving, with buyers discovering products through various channels and expecting seamless transitions. Omnichannel strategies help brands stay present, relevant, and connected, adapting to changing customer preferences and technologies. Source
AI powers personalized rewards, predictive analytics, and tailored interactions across channels. Brands like Starbucks use AI to deliver personalized experiences, increasing engagement and loyalty. PYMNTS
Efficient customer service ensures that support is available across channels, with full context carried over. Brands like Zappos excel by integrating systems so conversations can continue seamlessly, improving satisfaction and retention. SharpenCX
Clear communication builds trust and ensures customers receive consistent updates across all channels. Brands like Glossier synchronize social, email, and support updates in real time, preventing confusion and enhancing the customer experience. Forbes
Hygraph is a GraphQL-native Headless CMS that empowers businesses to build, manage, and deliver digital experiences at scale. Key capabilities include operational efficiency, financial benefits, technical advantages, Smart Edge Cache, custom roles, rich text management, project backups, and proven results such as 3X faster time-to-market for Komax and a 15% engagement increase for Samsung. Customer Stories
Smart Edge Cache enhances performance by accelerating content delivery and reducing latency, making Hygraph ideal for businesses with high traffic and global audiences. Performance Blog
Hygraph is SOC 2 Type 2 compliant (since August 3, 2022), ISO 27001 certified, and GDPR compliant, ensuring robust security and adherence to international standards. Security Features
Hygraph provides granular permissions, SSO integrations, audit logs, encryption at rest and in transit, and regular backups. Enterprise-grade compliance features include dedicated hosting and custom SLAs. Security Features
Customers praise Hygraph’s intuitive editor UI, accessibility for non-technical users, and custom app integration. Hygraph was recognized for "Best Usability" in Summer 2023. Try Hygraph
Hygraph’s GraphQL API is optimized for speed and reliability, with practical advice for developers to maximize performance. Performance Blog
Hygraph’s content federation integrates multiple data sources without duplication, solving data silos and ensuring consistent content delivery across channels and regions. Content Federation
Hygraph provides advanced localization and asset management capabilities, making it ideal for global teams managing content across multiple markets. Features
Implementation time varies by project. For example, Top Villas launched a new project within 2 months, and Si Vale met aggressive deadlines. Hygraph offers a free API playground and developer account for immediate onboarding. Top Villas Case Study
Hygraph offers webinars, live streams, how-to videos, and extensive documentation to support onboarding and ongoing use. Documentation
Hygraph is designed for developers, product managers, and marketing teams in industries such as ecommerce, automotive, technology, food and beverage, and manufacturing. It is ideal for organizations modernizing legacy tech stacks and global enterprises requiring localization and content federation. Hygraph for Enterprise
Hygraph addresses operational inefficiencies, financial challenges, and technical issues such as developer dependency, legacy tech stack modernization, content inconsistency, high costs, slow speed-to-market, integration difficulties, cache issues, and localization challenges. CMS KPIs
Hygraph stands out as the first GraphQL-native Headless CMS, offering flexibility, scalability, content federation, user-friendly tools, and enterprise-grade features. Its approach to solving pain points sets it apart from competitors like Sanity, Prismic, and Contentful. Headless CMS Comparison
Komax achieved 3X faster time-to-market, Autoweb saw a 20% increase in website monetization, Samsung improved engagement by 15%, and Stobag increased online revenue share from 15% to 70%. Customer Stories
Key metrics include time saved on content updates, system uptime, content consistency, user satisfaction scores, reduction in operational costs, speed to market, maintenance costs, scalability metrics, and performance during peak usage. CMS KPIs
Hygraph’s vision is to enable digital experiences at scale with enterprise features, security, and compliance. Its mission is rooted in trust, collaboration, ownership, customer focus, continuous learning, transparency, and action-first values. About Hygraph
Hygraph addresses value objections by understanding customer needs, highlighting unique features, demonstrating ROI, and sharing success stories such as Samsung’s engagement improvement. Samsung Case Study
Omnichannel experience
Are you tired of buzzwords like “seamless omnichannel experience”? We get it. It sounds cliché at this point. But the truth is, it’s still exactly what consumers are looking for. So here it goes again:
Consumers today expect seamless, omnichannel experiences more than ever.
To make this worth your time, we’re giving the omnichannel customer experience a 2025 update: exploring the latest technologies that power it, highlighting brands that are getting it right in the AI era, and showing you what you can do to create (or improve) your own omnichannel experience.
An omnichannel customer experience means delivering a coherent journey no matter which channel your customer is on. Unlike a multichannel approach, which is about being present on different platforms, omnichannel focuses on consistency and continuity. It’s not just about showing up, but it’s about showing up in sync.
While omnichannel experience doesn’t equal personalization, your customers should feel like every step of the engagement is bespoke. That means integrating online and offline touchpoints from retail stores and kiosks to social media and email, and streamlining interactions to create a predictable, engaging experience every step of the way.
Editor's Note
To illustrate an omnichannel customer experience: imagine someone sees a running shoe ad on Instagram, compares prices across three eCommerce sites, and signs up for a newsletter. Later, they visit a store to try the shoes in person. A week after, while shopping for groceries, they receive a 20% discount notification, and finally complete the purchase online.
This is made possible by a business creating an omnichannel customer experience that is unified and personalized, no matter where the first interaction happens.
Customers are no longer shopping in isolation. Gartner mentions that “customers comparison shop with their smartphones while in-store.” Today’s customers have more choices than ever before, so they seek out the brands that can provide them with the best options and the most convenience.
To illustrate this shift in behavior, we can break the customer experience down into three stages.
Customers become aware of your products and services through various touchpoints: AI-driven search, organic search, social media, physical ads, and more. This is where brand visibility and first impressions are formed.
Customers are offered options, incentives, and transparency that make it easy to compare and choose. Conversion happens across any channel, online or offline, depending on what’s most convenient or persuasive in that moment.
The journey doesn’t end at the sale. Customer satisfaction with the product, service, and overall experience determines whether they return, stay engaged, or even become advocates for your brand.
Editor's Note
Omnichannel customer experience is in such high demand due to the nature of the modern buyer’s journey and growing customer expectations. A PwC report backs it up: people are willing to pay 13-18% more for a better customer experience. To break down the benefits of omnichannel customer experience:
While many say that omnichannel experiences drive trust, loyalty, and customer satisfaction, it's essential to recognize that the underlying foundation is consistency. An experience with continuity across channels not only reduces friction but also reinforces a powerful message: “We get you.” Built on that trust, customers feel confident that their expectations will be met, leading to stronger loyalty, higher retention, and greater brand advocacy.
By providing a connected experience across all customer touchpoints, you can better understand what customers truly want and need. As third-party tracking slowly disappears and zero-click behaviors rise, building an omnichannel experience becomes even more critical. It enables enterprises to track and connect first-party interactions across email, ads, social, and on-site activity, allowing them to adapt marketing strategies based on how customers actually engage, not just where they click.
The brands that can deliver an omnichannel experience are the ones that end up winning customers over. When you give customers a consistent and engaging experience, it will lead to improved conversion rates and more revenue. It is reported that brands that provide omnichannel customer engagement see a 9.5% yearly increase in annual revenue.
Editor's Note
While multichannel experiences can be created relatively easily(by allowing customers to interact across different channels), delivering an actual omnichannel experience requires integrating online and offline touchpoints into a cohesive journey. To do this effectively, companies need tools that support consistency, personalization, and connectivity across all touchpoints.
In the following section, we’ll explore real-world examples of brands that are doing this exceptionally well.
Consistency across channels is the foundation of an effective omnichannel experience. It reinforces brand identity and builds trust, especially as customers move between digital and physical touchpoints. According to Lucidpress, consistent brand communication can increase revenue by 23%. Whether it’s a billboard or an in-app push, the tone, value prop, and experience should feel unmistakably “you.”
Omnichannel is about connection. Integration between systems (CRM, POS, web, app) ensures that customers can start on one channel and continue on another without friction. Think Apple’s handoff between devices or Amazon’s order-to-pickup process. That continuity is what drives satisfaction and repeat engagement.
An omnichannel experience must recognize who the customer is and what they’ve done across all touchpoints. McKinsey reported that 71% of consumers expect companies to deliver personalized interactions. Starbucks, for example, uses AI-powered personalized rewards to interact with customers. The experience must evolve with the customer, not reset with every interaction.
Support should meet customers where they are, without repeating history. Omnichannel customer service means that a conversation started on live chat can be continued via email or social DMs, with full context carried over. Brands like Zappos excel here, using integrated systems to ensure continuity.
Transparency and proactive communication build trust across channels. In an omnichannel strategy, this means aligning promotional messaging, availability updates, and policy changes across web, email, app, and more. Glossier does this well by syncing social, email, and customer support updates in real time. Customers should never feel like one channel knows something the others don’t.
Bettering the omnichannel customer experience requires the right strategic approach and tools. Here are some best practices to improve the omnichannel experience.
You need a strong understanding of your target audience, identify the channels they frequently use, and the messaging types that appeal to them. Then break down your customers’ experience from awareness to advocacy. Identify every touchpoint (online and offline), possible entry and exit points, and friction areas. This gives you clarity on where consistency and connection matter most.
A consistent taxonomy is the foundation of any scalable omnichannel experience. It’s how you organize and label your content, customer data, and products across platforms.
When your taxonomy is aligned from your CMS and CRM to your storefront and email tool, you can deliver relevant content and messaging across every channel. Think of it as the glue that powers personalization, making it possible to show the right message to the right audience at the right time, without reinventing the wheel for every channel.
Start simple: define categories like topic, content format, funnel stage, and audience segment. Then make sure the same labels apply across your tools.
Your tech architecture is the backbone of your omnichannel strategy. Without the right setup, delivering a connected customer experience across channels becomes clunky, slow, or downright impossible.
There are two main approaches companies take:
All-in-one suites are widely adopted and traditionally seen as the “safe” choice. They offer nearly everything: CDP, CMS, marketing automation, commerce, analytics, etc, under one roof. But this often comes at the cost of flexibility. You’re expected to use everything from the same vendor, even if certain components fall short of your needs. As a result, they can become slow to adapt, expensive, and hard to scale across diverse touchpoints.
API-first architectures give you the flexibility to choose between tools and connect them through APIs. This approach is more modular and scalable, lets you build your own stack based on what your team actually needs, and evolve it over time as your customer journey becomes more complex.
An API-first setup is especially powerful for companies that want to personalize experiences deeply, move fast, and avoid vendor lock-in. It requires more upfront planning and integration, but it gives you long-term control.
As one of our customers, DTM put it:
User expectations change constantly, and your digital architecture must be built for extensibility and adaptation. We build with the user in mind, not given software features.
You need systems to talk to each other: CRM, CDP, CMS, POS, eCommerce, and analytics tools. Integrating them allows you to create a single source of truth for user behavior, history, and preferences. Without data flow, omnichannel is just a buzzword.
Decide what content/offers/actions are delivered in which channel and how they adapt. Example: an abandoned cart email triggers in email, but maybe it's a push notification on mobile or a chatbot prompt on the site.
Track performance per channel, device, campaign, and customer segment. Don’t treat omnichannel as a one-time launch; treat it as an evolving system that improves with feedback and experimentation.
Let’s cut through the noise.
Customer behavior is changing faster than most brands can keep up with. One day, they’re searching on Google, the next they’re discovering through TikTok, then converting via a QR code in a subway ad. Omnichannel isn't some magic fix; it’s a response to this reality. A way to stay present, relevant, and connected. For now.
But don’t get carried away. Omnichannel isn’t the destination. It’s a strategy. The real rule is to stay connected with your customers, wherever they go next.
That said, it’s worth the effort, especially as we move into a world of zero-click journeys, dark funnels, and AI-curated discovery. If you’re not showing up cohesively across channels, you’re simply not in the game.
Just be realistic and don’t expect perfect attribution or obsess over platform vanity metrics. Instead, focus on what matters: building trust, shortening the path to value, and delivering consistent, connected experiences. And above all — stay curious. Because whatever comes after omnichannel, your customers will be there first.
An omnichannel customer experience ensures consistent and seamless engagement across every stage of the customer journey, regardless of the channel. To enable this, brands must integrate touchpoints across both online and offline channels. This involves mapping out the customer journey, standardizing taxonomy and structure, selecting the right tech architecture, integrating data and systems, defining channel-specific logic, measuring and refining the strategy based on performance.
To make the experience feel truly personalized, brands must deliver continuous, tailored touchpoints, regardless of where the customer left off or picked up the interaction. That requires clear customer journey mapping, a consistent taxonomy, and structured content that adapts across channels.
Hygraph’s taxonomy feature helps you define a core set of tags or audience segments your team can apply to every content asset. Once this structure is in place, you can scale personalization without needing to manually hardcode every campaign. It becomes a system that your content team, growth team, and even sales team can all rely on.