Unlocking the Power of Omnichannel Engagement: Why Enterprises Should Invest in Omnichannel Technology

Outliant Editorial Team
December 17, 2023
min read

As technology advances, so do customers' expectations. Many consumers now expect to interact with brands across various touchpoints.  Customers are prioritizing seamless, personalized experiences, regardless of the channel they choose to engage with a brand. To meet these expectations, businesses are using multiple channels to create omnichannel engagement for their customers. 

Omnichannel engagement refers to a coordinated, consistent customer experience across all channels, including in-store, online, and mobile. Through modern technology, businesses can expand their omnichannel strategy and develop a competitive advantage in the market. This article will explore why businesses should invest in omnichannel engagement technology.

How Technology is improving Omnichannel Engagement 

Technology has played a significant role in improving omnichannel engagement. Here are some ways technology ‌can make it easier for you to provide a seamless experience to your customers:

Enhanced Customer Experience

One of the most significant advantages of investing in omnichannel engagement technology is the ability to provide a seamless customer experience. By integrating all customer touchpoints, enterprises can deliver personalized content and offers, ensuring consistency and relevance. This does not only improve  customer experience, but also ‌ increase   brand loyalty and higher customer lifetime value.

Improved Customer Retention

By offering a seamless customer experience, enterprises can build stronger relationships with their customers. Omnichannel engagement technology helps businesses identify customers' preferences and tailor content accordingly, leading to a deeper connection. Since customers are more likely to return to a brand that offers personalized experiences and consistent messaging across channels, businesses who leverage  omnichannel engagement technology can develop a deeper connection with their audience resulting in improved customer retention.

Increased Sales and Revenue

The implementation of omnichannel engagement technology can have a direct impact on business profitability.  When customers have a positive, seamless experience with a brand, they are more likely to make a purchase. By optimizing the customer journey and avoiding any mishaps that hinder conversion, omnichannel technology can lead to higher conversion rates, increased average order values, and ultimately, increased revenue.

Enhanced Data Collection and Analysis

Omnichannel engagement technology provides businesses with a wealth of data about customer interactions across channels. By analyzing this data, businesses can gain valuable insights into customer preferences, behavior, and purchasing habits. This information can also be used to segment target audiences based on their preferences and refine marketing strategies, optimize product offerings, and ultimately drive growth.

Streamlined Operations

Integrating customer touchpoints with omnichannel engagement technology not only improves the customer experience but also streamlines internal operations. By integrating channels, businesses can better allocate resources, reduce duplication of efforts, and create a more efficient, cohesive organization. This way, companies can save cost while improving productivity, increasing its overall profitability.  

Competitive Advantage

As customer expectations continue to rise, enterprises that invest in omnichannel engagement technology will be better positioned to meet changing demands. By offering a seamless, personalized experience across channels, businesses can differentiate themselves from competitors and capture a larger market share. In an increasingly competitive landscape, this can be the key to long-term success.

Technology driving Omnichannel Engagement 

Successful marketing in omnichannel retail requires connecting with customers on their terms, with messaging tailored to their needs and delivered across desktop, mobile, and in-store platforms. A range of new technologies makes it easy to set up digital shops, connect with audiences, improve customer experiences, and deliver products.

  • E-commerce platforms: E-commerce platforms are a collection of software tools that allow businesses to set up digital shops, sell products, process payments, and fulfill orders in a self-service manner. Shopify, Webflow, BigCommerce, and Magento Commerce are some of the well-known e-commerce platforms where businesses can build their online stores. 
  • Headless commerce: Headless commerce is a modern approach to building e-commerce platforms that separates the front-end or customer-facing interface from the back-end or core commerce functions. For instance, the user interface, such as the website or mobile app, can be developed independently of the underlying commerce functionality, such as product management, inventory control, and order processing. By separating the two, headless commerce helps businesses create more flexible and customizable shopping experiences across multiple channels, including websites, mobile apps, social media, and other digital touchpoints. 
  • Point-of-sale (POS) systems: POS systems help businesses in physical stores provide omnichannel experiences by allowing employees to check out customers anywhere on the sales floor. This way, customers enjoy a faster checkout process in physical channels like they do in online stores.
  • Progressive web apps (PWAs): PWAs are a type of web application that uses modern web technologies to deliver an app-like experience to users. Unlike traditional web apps, PWAs are designed to work on any device or platform, including desktops, smartphones, and tablets, and they can be accessed through a web browser. PWAs use responsive design to ensure that they load quickly and efficiently, even on slow or unreliable network connections. This means that users can still access and use the app, even in areas with poor network coverage or slow internet speeds providing a seamless experience all round. 
  • Chatbots and virtual assistants: Chatbots and virtual assistants can handle customer queries and complaints, provide personalized recommendations, and assist in the checkout process. They answer questions customers may have about the purchasing process, helping them navigate through any potential issues or concerns they may have.
  • Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies allow customers to visualize products in their environment and make informed purchase decisions. They provide an immersive experience that feels like interacting with the products in real life.
  • Analytics and data management tools: Analytics and data management tools help businesses gain insights into customer behavior, preferences, and purchase patterns. They help businesses create targeted marketing campaigns, optimize inventory management, and improve the overall customer experience.
  • Artificial Intelligence (AI) and Machine Learning (ML): AI and ML technologies help businesses automate routine tasks, personalize customer experiences, and make data-driven decisions. These technologies can analyze large amounts of data to identify patterns and make predictions, which can be used to inform business decisions. For example, businesses can use demand forecasting models to predict future sales, helping them make informed decisions about inventory management and production planning.
  • Mobile wallet and payment solutions: Mobile wallet and payment solutions are designed to be convenient and secure for customers. They improve the checkout process by eliminating the need for customers to manually enter their payment information, such as card numbers, expiration dates, and security codes. This can save time, particularly for customers who are making purchases on-the-go or in a rush.
  • Social media and influencer marketing: Through social media, businesses can showcase their products to a wider audience and reach potential customers who might not have heard of their brand otherwise. By creating and sharing engaging content such as images, videos, and posts, businesses can increase brand awareness and establish a loyal following. In addition, social media provides a platform for businesses to engage with customers in real-time, allowing them to respond to questions, comments, and concerns promptly. This level of engagement helps build trust and foster stronger relationships with customers.

In an era where customer expectations are at an all-time high, enterprises must adapt to stay relevant and competitive. Investing in omnichannel engagement technology allows businesses to provide a seamless, consistent experience across all channels, leading to increased customer satisfaction, retention, and revenue.

However, leveraging omnichannel engagement technology can be challenging. Outliant helps businesses streamline operations through omnichannel technology, enhancing data analysis  and gaining a competitive advantage. 

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Mastering Online Engagement

5 Stages to Elevate Your Customer's Online Experience

Did you know that 74% of buyers are significantly influenced by their digital experience when making a purchase?

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As a partner at Outliant, an agency committed to assisting organizations in generating digital revenue, Austin Kueffner has played a pivotal role in helping numerous organizations elevate their digital customer experience (DXC). The brands he has worked with span from well-funded startups to 1000+ location franchises. While the digital customer experience varies across companies, the process to build out a world-class experience remains consistent. Austin looks forward to sharing everything he has learned so far with others.

Austin Kueffner

Partner at Outliant

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Level 2


Growth leads to the operational phase, where companies start embracing more sophisticated, though still somewhat disjointed, digital strategies. This includes A/B testing and basic personalization within channels. However, cross-channel experiences may lack cohesion, and analytics might offer conflicting reports despite being tied to key performance indicators (KPIs).

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