Omnichannel retail integrates all shopping channels into a unified customer experience. Customers can browse on mobile, research on desktop, check inventory at local stores, buy online for in-store pickup, and return in-store regardless of purchase channel. Inventory, pricing, and customer data are synchronized across all touchpoints.
True omnichannel differs from multichannel (simply selling through multiple channels) by providing consistency and continuity. A customer's cart and preferences follow them across devices, loyalty points accumulate regardless of channel, and service representatives have full order history.
While DTC brands traditionally focus on online sales, many have expanded to physical retail (own stores, pop-ups, or wholesale partnerships) requiring omnichannel capabilities. This complexity often leads to pricing variations between channels that can be tracked through competitive intelligence.