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An omnichannel marketing strategy helps you meet customers wherever they are. Research shows over half of B2C customers use three to five channels every time they make a purchase or need support. In industries like travel, people switch between mobile and web up to six times just to book a room.
If that journey feels disconnected, they’ll drop off.
That’s why omnichannel marketing strategies matter. This guide breaks down what they are, how they work, how to build one that actually delivers results, and the tools you need to help you do it, like Trengo.
What is omnichannel marketing?
An omnichannel marketing strategy is about creating one smooth, consistent experience across all your customer touchpoints, both online and offline. It’s not about being everywhere but rather about making sure every interaction feels connected and uses the same voice.
Whether someone’s browsing your Instagram, emailing support, or walking into your shop, they should feel like they’re talking to the same brand. A brand that uses the same tone, the same helpful context, and a clear next step.
That means you need:
- A consistent brand voice across every channel
- Messaging that reflects their interests and past actions
- Content that fits where they are in the buying journey
Difference between multichannel vs. omnichannel?
Both multichannel and omnichannel strategies involve using multiple platforms, and because of this, marketers sometimes use the terms interchangeably. But they are different. The main difference comes from the way they connect (or don’t). Here's a more detailed look at how they differ.
What is multichannel marketing?
Multichannel marketing means your brand is available in more than one place. For example, if you are active with your email, social media, have in-store, apps, or even reach out to customers with print, you are using a multichannel strategy. But with this strategy, each channel works independently, with its own goals and systems. Customers can choose how they want to interact, but their experience isn’t connected across channels.
For example, someone might see a Facebook ad, visit your website, and then contact support by email. But each of those steps stands alone. The conversation resets with every new touchpoint.
This approach helps you reach more people. But it’s often disjointed and a little confusing for the customer, making them feel like they’re starting from scratch each time.
What is an omnichannel marketing strategy?
An omnichannel marketing strategy also covers multiple platforms. But the key difference is how they’re linked. Instead of treating each channel separately, omnichannel focuses on the entire customer journey as a whole.
It creates a more unified experience, where every channel shares the context of the conversation. If someone chats on WhatsApp, then emails support later, your team already knows what’s happened. If they browsed certain products on your app, your next email reflects that.
It’s customer-first, not channel-first. And that shift is what builds trust, loyalty, and long-term relationships.
Why the difference matters
Customers today expect fast, seamless service, no matter where they are. According to a CM report, no matter the age or origin, the top three annoyances in customer service are:
1. Long waiting times
2. Having to repeat yourself
3. Difficulty in reaching
Multichannel might get their attention. But only an omnichannel approach keeps it and stops them from having to repeat themselves by making every interaction feel connected and personal.
Benefits of an omnichannel strategy
An omnichannel marketing strategy should transform your entire customer experience. Here’s how it creates real business value.
1. It builds better brand experiences
Consistency builds trust. When customers get the same helpful tone, fast responses, and relevant content across every channel, they’re more likely to become loyal to your brand, even when other options exist.
With Trengo, brands create this kind of experience daily by syncing WhatsApp, email, Instagram DMs and automating follow-ups through AI-powered omnichannel inboxes.
2. It gives you a competitive edge
In crowded markets, experience is the differentiator. While others focus on pushing out content, an omnichannel strategy listens, responds, and adapts across every channel.
Using insights from past conversations, preferences, and behaviours, you can fine-tune your outreach and support to create more meaningful interactions.
With Trengo, teams gain a central view of the customer journey, powered by automation and AI. That means less guesswork, customers don't have to repeat themselves, and your team can deliver more personalised responses.
3. It drives long-term sales growth
Customers spend more with brands they feel connected to. According to research from SocialSprout, 77% of consumers say they’re more likely to increase spending with companies that ‘get them’.
An omnichannel marketing strategy helps make that connection happen. By aligning your marketing, sales and support teams with one shared view of the customer, you remove friction from the buying process and open the door to higher-value relationships.
4. It reduces internal complexity
A connected strategy isn't just great for your customer experience, it's great for your internal teams, too. When communication is centralised and data is shared, everyone works with the same context. No more switching between platforms, chasing down customer history, or duplicating work. This makes life so much easier for your staff, reducing stress and frustration for them which in turn can reduce staff turn over.
With Trengo, teams collaborate in one shared inbox, use labels and rules to stay organised, and let automation handle the repetitive stuff. That means faster onboarding, clearer workflows, and fewer missed messages, especially as you scale and grow your teams.
How To Build An Effective Omnichannel Strategy
An effective omnichannel marketing strategy isn't just about being present on every channel, we’ve covered that this more aligns with multichannel marketing. Instead it's about creating a connection between them, so customers feel like they’re part of one seamless conversation.
Here’s how to build a strategy that delivers real results.
1. Start with the customer journey
Map out the key touchpoints in your customer experience.
- Where do customers first engage with your brand?
- Where do they drop off?
- How can you support them better across channels like WhatsApp, email, live chat, and social media?
Look for friction such as:
- RRepeated questions
- Missing context
- Long response times.
These are opportunities to improve and automate.
2. Centralise communication in one inbox
A fragmented inbox leads to missed messages and slow replies. That’s where Trengo comes in. By bringing all channels into one place, you can respond faster and with better context.
Just ask Innovadis. After switching to Trengo’s omnichannel inbox, their clients cut response times by 40% and saw a 30% boost in customer satisfaction.
3. Use AI to save time and boost quality
AI isn't about replacing humans, it’s about giving teams more time to focus on what matters. Trengo’s HelpMate AI helps with:
- Answering FAQs instantly
- Suggesting replies to agents in real time
- Automating follow-ups and smart upsells
Chatkracht found that even a 50/50 split between automation and manual handling improved speed and built trust with customers. As confidence grew, businesses automated more—and gained even more efficiency.
4. Align your teams around one strategy
Support, sales, and marketing should all be working from the same playbook. Share data, define joint KPIs, and regularly check in on what’s working. A unified view of the customer journey helps every team contribute to a stronger experience.
5. Run pilots, measure, and scale
Don’t try to overhaul everything at once. Start with one or two high-impact use cases, like WhatsApp support or abandoned cart recovery. Track performance, get team feedback, and scale what works.
Trengo’s partners, like ContactOns, used this approach to increase satisfaction by 25% and significantly reduce workload through automation.
6. Track the metrics that matter
To see what’s really working, use omnichannel attribution. Trengo’s built-in analytics track performance across all channels, from first contact to conversion, so you can put more resources into what drives results.
7. Make it personal
The most successful strategies feel personal. Use data from past interactions to tailor your tone, timing, and content. With Trengo’s AI and customer profiles, every message can be contextual and relevant.
Top 3 omnichannel marketing platforms
Choosing the right platform is key to building a unified omnichannel marketing strategy. You need a system that brings everything together, supports automation, and puts your customer at the centre.
Here are three of the top platforms for creating connected customer journeys, starting with Trengo.
1. Trengo
Trengo is a leading omnichannel inbox and engagement platform designed to make customer communication effortless. It brings channels like WhatsApp, email, Instagram, live chat, and Facebook Messenger into one shared inbox, so your team has full context for every conversation.
With Trengo’s AI capabilities, you can speed up responses using smart suggestions, automated workflows, and HelpMate AI-powered messaging. You can handle FAQs instantly, personalise follow ups, and even tag conversations automatically for better insights.
It’s built for growing teams who want to scale without losing the human touch. Trengo makes it easy to stay consistent, stay fast, and stay in control, all from one platform.
2. Zendesk
Zendesk is a widely-used customer service platform that supports omnichannel communication across email, chat, phone, and social media. It’s especially known for its ticketing system and analytics.
Zendesk allows teams to create detailed workflows and route messages based on priority or topic. With the right setup, it offers a unified view of customer interactions and integrates with hundreds of apps to expand functionality.
However, some businesses find Zendesk’s complexity overwhelming. It may take more time to configure, and customising the experience often requires developer support. It’s best suited for larger teams with dedicated technical resources.
3. HubSpot
HubSpot offers a full suite of tools for marketing, sales, and customer service, with omnichannel capabilities built into its CRM. It connects email, live chat, social media, and forms into one platform, making it easier to follow leads through the entire funnel.
For marketers, HubSpot excels in automation and personalisation. You can create custom journeys based on customer behaviour and trigger messages across multiple channels. Its reporting features give insight into what’s working across the journey.
While powerful, HubSpot’s pricing can be a barrier for smaller teams. Many of the more advanced features are locked behind higher-tier plans, which may not be cost-effective for businesses just starting their omnichannel journey.
Successful omnichannel marketing examples that will inspire you to get started
A unified omnichannel marketing strategy helps brands create consistent, personal experiences across every channel that your customers use to interact with your brand. These five examples show how different businesses, across industries and regions, have used omnichannel thinking to drive measurable results.
Adore Beauty: Driving loyalty with cross-channel personalisation
Adore Beauty, a leading online cosmetics retailer, needed a better way to retain customers after their first purchase. By launching a loyalty program with SAP Emarsys, they used customer lifecycle data to deliver tailored experiences across email, mobile, and web.
Their campaigns included personalised product recommendations, loyalty incentives, and real-time targeting based on browsing behaviour. Each interaction was designed to feel relevant and connected.
The result? A 47% revenue increase, 56% more returning customers, and over 95% retention among their top-tier loyalty members. This is a great example in turning customer data into engagement, and that engagement into growth.
Marriott: Increasing bookings with unified ad experiences
Marriott International ran an omnichannel campaign to boost awareness of its loyalty programme, Marriott Bonvoy. Using Connected TV, digital out-of-home, and online display ads, they delivered consistent messaging across multiple touchpoints.
The brand centralised data and ad management to track which combinations of channels led to the most engagement. Customers exposed to three or more touchpoints were 1.8x more likely to visit the website. Those who saw CTV ads were 3.8x more likely to convert.
This campaign led to a 45% uplift in conversions, proving how synchronised storytelling across channels can drive bookings and brand loyalty.
De Huidkliniek: Supporting growth with Trengo AI
Dutch skincare chain De Huidkliniek wanted to keep customer communication fast and personal as they grew. With clinics across the country and a rising number of queries, their support team needed help.
They turned to Trengo, shifting focus from live chat to WhatsApp and deploying Trengo AI to handle common questions like appointment changes. They also automated follow-ups using smart labels and rules.
The result? No leads lost after hours, fewer repetitive tasks, and better response times. AI helped the team stay productive, even during peak season. Customers stayed engaged, and many didn’t even realise they were talking to a bot.
NA-KD: Scaling personalised journeys with AI
European fashion brand NA-KD wanted to break away from rigid marketing calendars and create more dynamic, personalised experiences. With Insider’s platform and AI-native journey orchestration tool, Architect, they achieved a 360° view of every customer.
Using AI and behavioural data, NA-KD launched personalised journeys across SMS, email, app, and web push notifications. They tested what worked using predictive features like send time optimisation and channel preferences.
In just 12 months, the brand saw a 72 X return on investment and a 25% increase in customer lifetime value. Their strategy showed that real-time personalisation that is driven by connected data, builds loyalty and revenue at scale.
Vogacloset: Boosting ROI with WhatsApp personalisation
Fashion eCommerce brand Vogacloset needed a solution to unify fragmented data and connect better with both new and loyal customers. After integrating Insider’s CDP and journey builder, they gained full visibility into each customer’s behaviour.
WhatsApp quickly became their highest-performing channel. With personalised price-drop alerts and product recommendations, Vogacloset created conversations that felt immediate and relevant.
They launched multi-channel journeys without relying on developers, giving their marketing team added speed and flexibility. The results were impressive: a 30X ROI, faster campaign delivery, and higher conversion rates through messaging that met users where they were.
Why omnichannel is worth the effort
A strong omnichannel marketing strategy helps you connect with customers on their terms, across every channel they use, with no friction or frustration. We’ve seen how leading brands use unified data, personalisation, and the right tools to build loyalty, boost conversions, and stay ahead. Whether it’s through AI, automation, or a shared inbox, the key is putting the customer experience first.
Ready to do the same? Trengo makes it simple to centralise conversations, automate the busywork, and keep your team in control.
Book your free demo today and start building smarter, more connected experiences.
Frequently Asked Questions (FAQs)
What is an omnichannel marketing strategy and how does it work?
An omnichannel marketing strategy connects all customer touchpoints—online and offline—into one seamless experience. Whether customers engage through your website, social media, email, WhatsApp, or in-store, the messaging and brand experience remain consistent. Platforms like Trengo help manage this by centralising communication from every channel in a single inbox, so you can track conversations, maintain context, and deliver a unified customer journey.
How is omnichannel marketing different from multichannel marketing?
Multichannel marketing uses several separate channels—such as email, social media, and physical stores—but they often operate independently. Omnichannel marketing integrates those channels so customer data and interactions flow seamlessly between them. For example, a customer might start a chat on Facebook Messenger, continue via email, and complete a purchase in-store, with Trengo ensuring your team has the full conversation history at every step.
Which businesses benefit most from omnichannel marketing?
Omnichannel marketing benefits:
- Retail and e-commerce – to connect online shopping, mobile apps, and physical stores.
- Hospitality and travel – to unify bookings, in-stay communication, and loyalty programmes.
- Financial services – to ensure consistent support across branches, apps, and contact centres.
With Trengo, even smaller teams can manage an omnichannel approach without needing multiple separate tools.
How do I create an omnichannel marketing plan for my business?
- Map your customer journey – Identify all touchpoints where customers interact with your brand.
- Unify your data – Use a platform like Trengo to centralise communication history.
- Align messaging – Ensure tone, offers, and branding are consistent across all channels.
- Integrate your tools – Connect your CRM, email marketing, and sales platforms.
- Measure and optimise – Track performance metrics and adjust based on customer behaviour.
Which tools or platforms are best for managing an omnichannel strategy?
Look for tools that integrate multiple communication channels, CRM data, and automation. Trengo is ideal for omnichannel communication, combining WhatsApp, email, live chat, social media, and more into one unified inbox. Other complementary tools include HubSpot for marketing automation, Shopify for e-commerce, and Google Analytics for tracking behaviour.
How can I integrate social media, email, and in-store marketing into one strategy?
Use a centralised platform like Trengo to manage social media messaging, email replies, and in-store customer queries in one place. Sync customer data across all channels so, for example, an email subscriber who also visits your store receives personalised offers based on both online and offline activity. Consistency in branding and messaging across touchpoints ensures customers feel they’re dealing with one connected brand.
Can small businesses use omnichannel marketing effectively?
Yes. Omnichannel isn’t just for large enterprises. Small businesses can start with a few key channels and link them using tools like Trengo. Even a basic setup integrating WhatsApp, email, and a simple CRM can create a more consistent and professional customer experience without a huge budget.
How can AI and automation improve an omnichannel strategy?
AI can personalise content, recommend products, and predict customer behaviour, while automation ensures timely responses and consistent follow-ups. With Trengo, AI chatbots can handle initial queries across channels, route conversations to the right team member, and keep records synced, helping businesses scale their customer interactions without sacrificing quality.
