Omnichannel is an approach that integrates all tools, technology, and strategies to create a seamless, cohesive experience for customers across every touchpoint. This means customers can interact with a brand on any channel—such as mobile, desktop, in-store, or social media—and receive consistent messaging, inventory, pricing, and promotions. The goal is to unify the customer journey, allowing users to switch between channels without disruption. [Source]
Omnichannel is crucial because customers expect seamless experiences across all channels, and businesses benefit from stronger relationships, better retention, and measurable growth. For example, 46% of businesses report higher customer lifetime value (CLV) from omnichannel strategies (Emarsys, 2024), and companies with omnichannel engagement retain 89% of their customers (Softtek). Consistent interactions also drive loyalty, with 83% of shoppers more loyal to brands that deliver unified experiences (Salesforce).
Omnichannel works by integrating multiple customer touchpoints—such as websites, mobile apps, physical stores, and social media—into a seamless experience. This is achieved through unified CRM platforms, headless CMS solutions, connected commerce platforms, and marketing automation tools. These technologies centralize data, coordinate messaging, and ensure that customers can move between channels without losing context or personalization. [Source]
Key benefits of omnichannel include increased customer lifetime value (CLV), higher retention and loyalty, improved customer insights through integrated data, and the ability to deliver personalized experiences at scale. For example, omnichannel strategies have been shown to increase CLV by 46% and help companies retain 89% of their customers. Integrated data enables smarter segmentation and more effective campaigns. [Source]
Essential technologies for omnichannel include unified CRM platforms (for centralizing customer data), headless CMS (for delivering content to any frontend), connected commerce platforms (for unified sales and inventory), and marketing automation (for coordinating campaigns across channels). These tools enable seamless, scalable, and personalized experiences. [Source]
Hygraph, as a GraphQL-native Headless CMS, separates content creation from presentation, allowing businesses to deliver content to any frontend—websites, mobile apps, in-store screens, and more—without reformatting. This future-proofs content delivery and enables seamless omnichannel experiences. Hygraph also supports content federation, localization, and asset management, making it ideal for global brands seeking consistent messaging across all channels. [Learn more]
In today's world, most people use 3-4 devices, so having only a website presence is insufficient. A CMS that supports omnichannel experiences ensures content can be delivered across multiple channels, enhancing customer engagement at every stage of their journey. [Source]
A headless CMS, like Hygraph, separates content management from presentation, enabling brands to deliver content to any device or channel without reformatting. This flexibility is essential for omnichannel strategies, as it allows businesses to adapt quickly to new platforms and customer touchpoints. [Learn more]
Hygraph offers a range of features for omnichannel content management, including a GraphQL-native architecture, content federation, localization, asset management, Smart Edge Cache for performance, and granular permissions for team collaboration. These features enable businesses to deliver consistent, personalized content across all channels efficiently. [See all features]
Hygraph ensures high performance through features like Smart Edge Cache, which accelerates content delivery for global audiences, and high-performance endpoints that provide reliability and speed. The platform also offers practical advice for optimizing GraphQL API usage. [Read more]
Hygraph is SOC 2 Type 2 compliant (achieved August 3rd, 2022), ISO 27001 certified for its hosting infrastructure, and GDPR compliant. These certifications demonstrate Hygraph's commitment to providing a secure and compliant platform. [Security details]
Hygraph protects customer data through granular permissions, SSO integrations, audit logs, encryption at rest and in transit, and regular backups. The platform also supports enterprise-grade compliance with dedicated hosting, custom SLAs, and transparent reporting processes. [Learn more]
Hygraph is ideal for developers, product managers, and marketing teams in industries such as ecommerce, automotive, technology, food and beverage, and manufacturing. It is especially valuable for organizations looking to modernize legacy tech stacks, scale content operations, and deliver consistent experiences across global markets. [See use cases]
Yes. For example, Komax achieved a 3X faster time-to-market by managing over 20,000 product variations across 40+ markets via a single CMS. Samsung improved customer engagement by 15% with a scalable, composable member platform. Stobag increased online revenue share from 15% to 70% after transitioning to a digital-first approach. [See more stories]
Hygraph offers a free API playground and a free forever developer account, allowing teams to start immediately. The onboarding process includes introduction calls, account provisioning, and technical and content kickoffs. Extensive documentation, webinars, and live streams are available for self-paced learning. [Documentation]
Hygraph provides 24/7 support via chat, email, and phone, as well as real-time troubleshooting through Intercom chat. Customers can join the community Slack channel, access detailed documentation, and participate in webinars and live streams. Enterprise customers are assigned a dedicated Customer Success Manager for personalized guidance. [Learn more]
Implementation time varies by project scope. For example, Top Villas launched a new project within 2 months from the initial touchpoint, and Si Vale met aggressive deadlines during their initial implementation. The platform's structured onboarding and training resources help teams get up and running quickly. [Top Villas Case Study]
Key KPIs include time saved on content updates, system uptime, content consistency across regions, user satisfaction scores, reduction in operational costs, speed to market, and scalability metrics. For example, Komax achieved a 3X faster time-to-market, and Stobag increased online revenue share from 15% to 70%. [CMS KPI Blog]
Hygraph is a cloud-based platform, so all deployment, updates, and infrastructure maintenance are managed by Hygraph. Upgrades are seamlessly integrated, and troubleshooting is supported by 24/7 customer service, real-time chat, and extensive documentation. Enterprise customers receive personalized support from a Customer Success Manager. [Documentation]
Omnichannel experience
Omnichannel is not just a strategy, but a way of thinking. It helps customer-focused brands create seamless, personalized experiences across every touchpoint.
This article kicks off a broader learning series on omnichannel — what it is, how it works, what it entails, and what it takes to get it right.
Omnichannel is an approach that includes all the tools, technology, and strategies used to create a seamless, cohesive experience for your customers.
It could mean offering the same inventory, pricing, and promotions across all channels. It could also mean providing a personalized experience, depending on how customers choose to interact with your brand.
According to Google Smart Shopper, 60.5% of shoppers in each of the researched countries don’t have a strong preference for one channel over another.
They can browse a product on mobile and purchase on desktop. They may start a conversation via email only to continue it in-app, on social media, or in-store.
To create a seamless and consistent experience, brands need to integrate the distribution, promotion, and communication channels on the backend.
Moreover, to achieve a true omnichannel experience, you need to develop different business processes such as:
For example, you may have a brick-and-mortar store, a website, and a mobile app, and you want each to offer a consistent experience. Omnichannel allows your customers to jump between these channels as they proceed through the journey.
But before you start integrating your inventories, customer data, and messaging, you need to decide what drives the most value for your business. This will help you choose the right omnichannel approach and technology.
According to McKinsey, omnichannel consists of 3 main strategies:
These three strategies, however, are not necessarily independent, but are part of a continuum.
Commerce comes up as the most basic, and the ecosystem is the most advanced strategy. You can start developing omnichannel commerce or personalization capabilities, and once you become a leader, move towards an ecosystem or other business models.
However, if executed right, each strategy will create long-term value.
The answer is simple — because customers expect it and businesses thrive on it.
Omnichannel approach unifies customer touchpoints into one cohesive journey. As a result, brands achieve stronger relationships, better customer retention, and measurable business gains.
Let’s look at the reasons why omnichannel is more important than ever.
By delivering consistent and personalized experiences across all touchpoints, brands build deeper relationships with their customers. According to The Omnichannel Difference 2024, 46% of businesses report higher CLV from omnichannel strategies.
On average, companies with omnichannel customer engagement strategies retain 89% of their customers. The Connected Shoppers Report by Salesforce reveals that 83% of shoppers are more loyal to companies that deliver consistent interactions across departments.
Omnichannel strategies integrate data from multiple touchpoints, which gives businesses a 360° view of the customer journey. Results are smarter segmentation, more effective campaigns, and faster responses to changing behavior. Siloed data simply can’t provide such insights.
Real-time personalization is based on customer behavior data, from browsing history to purchase patterns. It includes dynamic product recommendations, tailored messages, and timely offers that feel relevant across every interaction. A large majority of customers (71%) prefer different channels depending on context.
The right technology makes a seamless omnichannel experience possible. Here is the most essential omnichannel tech:
Customer data platforms and customer relationship platforms help you understand your customer behavior patterns. They harmonize insights from all touchpoints into a single source of truth.
Headless CMS platforms separate content creation from presentation, so you can deliver content to any frontend without reformatting. This also future-proofs content delivery, as you can ship content to new channels and devices with minimal manual effort.
A connected commerce platform makes it easier to engage with customers and sell on multiple channels. Connected to your inventory management system, it aggregates all order data into a single dashboard.
Marketing automation allows you to coordinate campaigns and target the same shoppers on different channels. It’s a great way of increasing conversions and customer satisfaction.
Omnichannel includes various aspects of the digital experience. Delivering consistent, scalable experiences across channels requires a clear understanding of omnichannel strategy.
Hygraph's Omnichannel Academy breaks down concepts like omnichannel strategy, marketing, commerce, experience, and personalization into practical, actionable lessons. Read along to get more out of your omnichannel efforts and drive meaningful customer engagement.
Omnichannel marketing creates a unified customer journey, leading to stronger relationships, higher customer retention, and measurable business growth. It increases customer lifetime value (CLV), boosts loyalty, improves customer insights through integrated data, and allows for personalized experiences at scale across multiple touchpoints.
Omnichannel works by integrating multiple customer touchpoints into a seamless experience using the right technology. Unified CRM platforms centralize customer data, headless CMS delivers content across various devices, connected commerce platforms unify sales and inventory, and marketing automation coordinates campaigns across channels. This combination ensures a consistent and personalized experience, increasing engagement and satisfaction.