Most customers have a preferred channel when interacting with and purchasing from a brand. Many use different channels along their customer journey. For example, Customer A may research a product online, buy it in-store, and sign up for email marketing to receive product updates or new offers.
Regardless of which channel Customer A prefers or uses, an omnichannel approach ensures that their purchase experience is always consistent, providing them with the same product portfolio and pricing across all existing channels so they always know what to expect from that brand. It may also mean that the customer support team has relevant data about Customer A, which they use to communicate more accurately with them. The data also allows the team to seamlessly switch between channels so the conversation can continue per the customer’s preference and with minimal interruptions when he might change the channel.