Comment mettre en place une stratégie marketing omnicanale

Comment mettre en place une stratégie marketing omnicanale : guide complet

Résumé

Learning how to create an omnichannel marketing strategy is essential for modern businesses aiming to provide a seamless customer experience across all touchpoints. In 2026, customers expect to switch effortlessly between email, WhatsApp, and social media without repeating themselves. This guide explores the definition of omnichannel marketing, the "4 C's" framework, and a step-by-step process to unify your communication stack using tools like Trengo.

TL;DR

• An omnichannel strategy connects all your channels — email, WhatsApp, social media, in-store — into one seamless experience, unlike multichannel which keeps them in silos.
• Build one by mapping the customer journey, segmenting and personalising your data, unifying everything in a single inbox, aligning marketing with support, and automating with AI and flowbots.
• The result: higher retention, faster replies, and more revenue.

What is an Omnichannel Marketing Strategy?

An omnichannel marketing strategy is a cross-channel content approach that organizations use to improve their user experience and drive better relationships across all potential points of contact. Rather than viewing desktop, mobile, and social media as separate silos, this strategy anticipates that customers may start an interaction on one channel and move to another as they progress toward a resolution or purchase.

It is important to distinguish this from "multichannel" marketing. Multichannel simply means being present on multiple platforms—like having a Facebook page and a website. However, in a multichannel approach, these platforms often do not "talk" to each other. Omnichannel connects them, ensuring that data, context, and conversation history flow seamlessly between platforms. If you want to learn more about what is omnichannel marketing strategy, you ca have a look our article.

The 4 C's of Omnichannel

To understand the core philosophy behind this strategy, marketers often refer to the "4 C's," which shift the focus from the product to the user:

• Customer: Focus on understanding who your customer is, their needs, and their preferences — not just what you're selling.
• Cost: Consider the total cost to the customer, including time, effort, and friction — not just the price tag.
• Convenience: Make it easy for customers to engage, buy, and get support on whichever channel they prefer.
• Communication: Replace one-way promotion with two-way dialogue, creating meaningful interactions across every touchpoint.

Why Omnichannel Marketing is Important for Growth

Implementing a unified strategy is no longer just a trend; it is a necessity for growth in 2026. When you connect your touchpoints, you build a cohesive brand ecosystem that fosters trust.

Customer Retention is significantly higher for omnichannel brands. Statistics consistently show that customers who engage with a brand across three or more channels have a higher lifetime value than those who interact with a single channel. When a customer feels known and valued regardless of where they interact, they are less likely to churn.

Revenue Uplift is another major benefit. By removing friction from the buying process—such as allowing a customer to inquire via Instagram DM and purchase via a link sent to their email—you increase purchase frequency. Furthermore, Brand Consistency ensures that your tone of voice and offers are identical everywhere, preventing the confusion that often leads to abandoned carts.

How to Create an Omnichannel Marketing Strategy in 5 Steps

Building a successful strategy requires moving beyond theory and implementing the right infrastructure. Here is a 5-step guide to unifying your marketing efforts.

1. Map the Customer Journey

The first step is to audit every point where a customer interacts with your brand. This includes your website, Instagram DMs, emails, WhatsApp Business account, and physical store visits. In 2026, the customer journey is rarely linear. A user might discover a product on TikTok, ask a question via live chat on your website, and finally purchase via an email retargeting campaign. You must map these pathways to understand where friction exists.

2. Segment Your Audience and Personalize Data

You cannot deliver a personalized experience if you do not know who you are talking to. Utilizing CRM data allows you to segment your audience based on behavior and history. For example, if a customer has just purchased a winter coat, your omnichannel strategy should stop showing them ads for that coat and instead send a "Care Guide" via email or SMS.

3. Unify Your Communication Stack

This is the most critical technical step. You cannot execute an effective omnichannel strategy if your team is constantly tab-switching between five different apps to check messages. To solve this, businesses must centralize their communication.

By using a unified inbox, you can integrate WhatsApp and Instagram alongside email and voice, giving your team a single view of the customer. This ensures that if a customer asks a question on Facebook Messenger, the agent answering the email follow-up knows exactly what was discussed previously.

4. Bridge the Gap Between Support and Marketing

In many organizations, marketing draws customers in, but support keeps them. A disjointed strategy often leads to awkward situations, such as a customer receiving a promotional "Happy Birthday" email while they are in the middle of a heated dispute with your support team.

Using a collaborative tool like Trengo bridges this gap. Because the inbox is shared, marketing teams can see open support tickets before launching campaigns. Team collaboration features, such as internal tagging and assigning conversations, ensure that marketing and support work together rather than in opposition.

5. Implement Automation and Flowbots

True omnichannel marketing means being available 24/7. However, staffing human agents around the clock is costly. This is where automation becomes vital. You can deploy Trengo's AI Agent as AI chatbot automation to handle routine queries, qualify leads, and even process orders when your team is asleep.

For example, Trengo’s Flowbots can guide a customer through a return process on WhatsApp or answer pricing questions on your website live chat. If the bot cannot resolve the issue, it seamlessly hands the conversation over to a human agent the next morning, ensuring the "campaign" never stops.

6. 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 — ensuring no conversation falls through the cracks.

The impact is real. As seen in this case study with Innovadis, Chatkracht, and ContactOns, agencies using Trengo's omnichannel inbox helped their clients cut response times by 40% and boost customer satisfaction by 30%.

Omnichannel Marketing Strategy Examples

To visualize how this works in practice, let’s look at two distinct scenarios.

Retail Example: A customer buys a pair of shoes online but wants to return them. They initiate the return via WhatsApp by chatting with the brand's Flowbot. The bot generates a QR code and emails it to the customer. The customer then walks into the physical store, scans the QR code, and drops off the shoes without having to explain the issue to the store clerk. The data was synced across WhatsApp, Email, and the POS system.

SaaS/B2B Example: A potential lead visits a software pricing page and lingers for more than 30 seconds. This triggers a prompt for adding a live chat to your website interaction. The lead asks a question about enterprise features. The sales team is offline, so the chatbot captures the email address. The next day, a sales representative follows up via email, referencing the specific question asked in the chat, and schedules a demo. The transition from website behavior to chat to email is fluid and personalized.

Questions qu'on se pose souvent (FAQ)

How do you create an omnichannel strategy?

To create an omnichannel strategy, you must map your customer journey, segment your audience data, unify your communication channels into a shared inbox, align your marketing and support teams, and implement automation tools like Flowbots to ensure consistent engagement.

What is the 3-3-3 rule in marketing?

The 3-3-3 rule suggests you have 3 seconds to grab a prospect's attention, 30 seconds to engage them with your content, and 3 minutes to convert them; omnichannel consistency helps specifically in the "3 minutes to convert" phase by removing friction and building trust.

What is an omnichannel campaign?

An omnichannel campaign is a specific marketing initiative, such as a Black Friday sale, where the offer, messaging, and visual branding are identical and simultaneously accessible across SMS, Email, Social Media, and physical stores to provide a unified experience.