Imagine walking into a store where the sales associate remembers not just your name, but the exact items you’ve been eyeing online. This seamless, frictionless experience is what omnichannel marketing promises. But behind the sleek tech and data-driven personalisation, are companies truly solving for the customer’s needs, or simply keeping up with a trend? 

But asking the question ‘what is the point?"—challenges us to think beyond the mechanics of omnichannel marketing. It’s not enough to simply be on every channel because “everyone is doing it.” The heart of omnichannel success lies in understanding what customers really want: continuity and personalisation that transcends individual touchpoints. 

The Promise of Loyalty in an Omnichannel World 

Customer loyalty in an omnichannel environment isn’t just about rewards points. It’s about building relationships that are personalised, engaging, and, most importantly, consistent. In fact, 75% of customers expect consistent interactions across all channels, and when businesses can deliver, they stand to gain significantly. Research by McKinsey has shown that customers who have a seamless omnichannel experience with a brand tend to spend 15-30% more over time.  

But it’s not just about spending more. Omnichannel customers are more likely to become brand advocates. The loyalty that stems from a well-executed omnichannel strategy translates into higher retention rates, which can boost profitability by 25-95%, according to studies from Bain & Company. This means that the business not only wins in the short term but builds long-term resilience in a competitive market.  

Why Do Customers Want Omnichannel?  

What do customers actually want? It’s simple: they don’t want to repeat themselves. Imagine calling customer service after browsing online, only to have to recount your entire shopping history. Frustrating, right? 73% of consumers feel that a company's experience is the most important factor in their purchasing decisions. They expect brands to understand them, anticipate their needs, and solve problems with minimal friction.  

For marketers, the real challenge isn’t always about adopting omnichannel capabilities—it’s using them wisely. Being omnipresent is not the goal. Rather, it’s about creating an ecosystem where each touchpoint enhances the customer journey. Whether that’s a personalised recommendation via email, a smooth checkout process online, or remembering a customer’s preferences in-store—every interaction should build on the last.  

Building Loyalty, Brick by Brick  

The future of omnichannel marketing lies in merging data with empathy. We have the tools, from sophisticated CRM systems to advanced AI algorithms, but the real magic happens when brands use these tools to genuinely serve the customer. When a brand can anticipate, remember, and reward its customers across every channel, loyalty becomes the natural by product.  

So, what is the point? The point is loyalty. Not the transactional kind that comes from a discount code or a free coffee, but the deep, lasting loyalty that’s born out of trust, consistency, and genuine value creation.  

By gianfranco cuzziol

Keywords: CRM, Customer Experience, Customer Loyalty