Omnichannel Experience   

Omnichannel experience refers to the integration of customer experiences across online and offline channels of a brand. It means the systems behind a brand’s digital channels (like website, app and social media) and physical channels (like stores or call centers) are connected, enabling a customer to start browsing on their phone, walk into a store or call support and every touchpoint has the same context, data and history. 

Digital Experience (DX), on the other hand, focuses exclusively on how users interact with a brand through online or digital channels like websites, mobile apps, email or social media.  

Being online is just the foundation. Today’s consumers expect more than functional websites or apps. They want connected experiences. If they start a journey on mobile, they expect to pick it up in-store or with a support agent without repeating themselves. When your channels operate in silos, you’re asking customers to do hard work. They end up re-explaining their needs or starting over. That’s where frustration builds and loyalty breaks.  

Omnichannel experience isn’t about adding more digital touchpoints; it’s about making smarter connections between the ones you already have. Material helps you unify what’s in place, so every touchpoint shares context and every interaction feels seamless. 

At Material, we turn disconnected interactions into one consistent experience by leveraging data unification, real-time analytics and AI-driven personalization. 

We do this by connecting customer data across every touchpoint like web, mobile, in-store, call center and beyond to build a 360-degree view of each customer. With that foundation, we help brands personalize interactions throughout the customer journey. Whether it’s recommending the right product online, continuing a session in-store, or giving support teams the full context of a customer’s history, we ensure the experience is seamless and consistent, no matter where the interaction begins.  

An effective omnichannel strategy doesn’t start with tech; it starts with clarity. Before choosing tools, define what success looks like: deeper engagement, higher conversion or long-term loyalty. The tech stack should serve those goals. 

Typically, omnichannel strategies aim to create a unified, real-time view of the customer across all touchpoints by integrating e-commerce platforms, CRMs, CDPs, ERPs, POS systems, marketing automation and analytics tools. 

We take a composable approach, streamlining data flow and eliminating silos. The result: connected teams, smarter decisions and seamless customer experiences – online, offline and the hybrid moments in between. 

Omnichannel isn’t just a customer win; it’s about empowering internal teams to support delightful customer journeys. When systems are connected and data flows freely, internal processes become smoother, silos break down and teams gain better visibility. Through centralized customer profiles, streamlined content tools and shared dashboards for marketing, sales and service teams gain faster access to the insights they need.  

This internal alignment translates directly into external consistency: faster service, more relevant interactions and seamless experiences for your customers.