12 Powerful Omnichannel Customer Experience Examples [2024]
Creating an omnichannel customer experience is essential for building a customer-centric product strategy.
Your clients interact with your brand on multiple platforms — from email and website to social media and physical stores. Creating a consistent and pleasant customer experience can help you boost retention and improve engagement.
In this guide, we’ll review the top 12 omnichannel customer experience examples in 2024. They’ll help you get inspired and perfect your own omnichannel strategy.
TL;DR
- Omnichannel customer experience is a comprehensive strategy that integrates various channels, both online and offline, to offer a personalized and consistent customer journey.
- Providing an omnichannel experience improves customer engagement, retention, and revenue growth, optimizes the user journey, and unlocks better customer behavior insights.
- Brands like Casper and Glossier highlight that you don’t need to replace traditional channels. Instead, integrate them with digital ones to offer a cohesive customer journey at every touchpoint.
- Spotify and Stitch Fix provide curated experiences by using advanced technologies and analytics to personalize interactions and recommendations.
- Home Depot and Zendesk use AI, augmented reality, and chatbots to provide timely, contextual help to boost customer engagement.
- Carvana and Blue Apron maintain a consistent customer experience by merging systems for order tracking, customer profiles, and communication to keep everything in sync.
- To build an effective omnichannel strategy, collect and centralize user data, integrate all channels, develop a unified communication strategy, and continuously monitor and improve based on performance metrics.
- Ready to perfect your omnichannel customer experience strategy? Schedule a Userpilot demo and see how you can get started.
What is omnichannel customer experience?
Omnichannel customer experience is a strategy for ensuring that customers can engage with a brand through multiple channels and switch seamlessly between them, while still enjoying a unified and uninterrupted customer experience.
In other words, an omnichannel strategy provides customers with the same level of ease and support no matter the touchpoint, either online or offline. To understand this better, let’s look at an omnichannel customer experience example.
A customer receives a personalized email about a sale from a fashion brand, browses products on the website or the mobile app, and saves items as favorites. Next, the customer goes to the store, scans the products from their list, tries them on, and pays for the purchase through the mobile app.
This example perfectly highlights what your omnichannel customer service should look like — cohesive, consistent, and hassle-free!
What are the benefits of building an omnichannel customer experience?
If you’re still not sold on the necessity of pursuing an omnichannel customer experience strategy, here are some more reasons to win you over. It can help you achieve:
- Increased customer satisfaction.
- Better conversion rates.
- Smooth customer journey.
- Optimized budgets.
- Deeper insights into customer behavior.
- Improved retention and customer loyalty.
Top 12 omnichannel customer experience examples
Now let’s look at some of the finest omnichannel customer experience examples out there. These will help you understand vital omnichannel experience best practices and get your creative juices flowing.
1. Casper
Casper is an e-commerce brand that sells sleep products online. It combines its e-commerce site, mobile app, customer service team (Sleep Specialists), and physical showrooms (Casper Sleep Shops) into a coherent omnichannel experience.
Implementation:
- Customers can browse and purchase mattresses through the website. If they want to experience the product, they can visit Casper’s physical stores. There’s also the option of a 100-night trial with easy returns.
- Throughout the entire process, if customers have any concerns, they can call, email, or chat on the website with Casper’s sales representatives.
- To top things off, Casper’s mobile app offers value-added services, like sleep-tracking features, integrations with other health apps, and personalized sleep advice.
Why we like it: The smooth integration of digital tools with physical tryout options, plus a personalized app experience.
2. Glossier
Glossier is a beauty brand that offers an online store, mobile app, and physical stores that are known for their unique play on experiential retail, striking the perfect balance between traditional brick-and-mortar and digital.
Implementation:
- Through the interactive website and mobile app, customers can place orders and explore product descriptions, customer reviews, and tutorials.
- Glossier’s active social media channels and email newsletters continue the brand-building and communication efforts.
- Finally, in Glossier’s showrooms, customers can get advice from knowledgeable staff and pick up online orders. They can also use the in-store iPads to access their online shopping carts and wishlists, and then try out those products before buying.
- Lastly, purchases made in-store are linked to the customer’s online account for easy tracking.
Why we like it: The interconnected shopping experience across digital and physical channels.
3. Peloton
Peloton is another great omnichannel customer experience example. This company sells stationary bicycles, treadmills, and indoor rowers outfitted with touchscreen displays connected to the Internet.
Not only does Peloton engage users across different channels like website, mobile, and stores, but it also combines its high-quality fitness equipment with interactive digital content, like live classes.
Implementation:
- Users can purchase Peloton equipment online or book an appointment to visit the showroom to try it out.
- The company also provides a 30-day home trial, which lets customers experience the product before committing to it.
- Next, there’s the mobile app that lets users join live or recorded classes and track workout stats.
- Members are also sent weekly emails discussing upcoming schedules and on-demand classes.
- Finally, the best part: after each workout, users get a text congratulating them and suggesting a stretch session.
Why we like it: The seamless experience across devices ensures users can maintain their fitness routine without interruption, keeping them motivated and engaged.
4. Sweetgreen
Sweetgreen is a fast restaurant chain that offers salads and related items. It creates an omnichannel experience by perfecting multiple channels of interaction, including its website, mobile app, and in-store ordering.
Implementation:
- The app allows customers to order ahead, either for pickup or scheduled delivery, customize salads, and earn rewards.
- The physical store is stocked with digital kiosks that provide a similar experience.
- Next, the website and app both offer detailed nutritional information and the ability to save favorite orders for quick reordering.
Why we like it: The streamlined ordering process and customization options across channels ensure engaging interactions across all touchpoints.
5. Home Depot
Home Depot’s omnichannel strategy includes integrating its website, mobile app, and physical stores to provide a consistent customer experience.
Implementation:
- Using the website or app, customers can research and purchase products online, read detailed DIY project guides, and check local store inventory.
- The app offers features like product scanning, augmented reality for visualizing products in your space, and a store locator. It also provides a built-in navigation system to find the exact aisle your product is located in once you visit the store.
- There’s also a live chat to get expert advice at any time.
- In-store, customers can expect the same level of excellent customer service from Home Depot’s trained staff.
Why we like it: Innovative use of augmented reality and detailed project guide.
6. Zendesk
No list of omnichannel customer experience examples is complete without mentioning Zendesk.
The leader of omnichannel customer support, Zendesk offers multiple support channels, including email, live chat, phone, social media, and self-service portals.
Implementation:
- All customer interactions across these various channels are tracked and accessible to customer support agents in one unified interface. This ensures a smooth handoff between channels.
- So, if a customer switches from one channel to another, e.g., from live chat to a phone call, the context and history are maintained.
- Zendesk also uses AI to provide instant responses and solutions through chatbots across several channels.
Why we like it: A coherent and personalized customer service experience across multiple channels.
7. Bonobos
Bonobos is an upscale e-commerce-driven apparel company. The brand’s omnichannel strategy offers a unique shopping experience through its website, mobile app, and Guideshops, letting customers book appointments to try clothes before buying.
Implementation:
- Online, customers can look at products, read reviews, and make purchases. The mobile app provides a similar functionality, with added features such as personalized style advice.
- Customers can also fill their online cart and complete the purchase in-store. That’s where the physical stores, called Guideshops, come in, offering a personalized experience where customers can try on items and get styling tips.
- Purchases made in Guideshops are shipped directly to the customer’s home, further integrating the in-store and online experiences.
Why we like it: The personalized in-store service combined with the convenience of online shopping.
8. Warby Parker
Ever struggled with finding the perfect glasses? Warby Parker is trying to solve this problem for its customers.
The brand’s omnichannel retail strategy perfectly combines offline and online tools, coupling a user-friendly website and app with physical stores and integrated data systems.
Implementation:
- Customers can use the mobile app to virtually try on glasses, order frames online, and schedule eye exams at physical stores.
- The website provides product information, reviews, and a home try-on program where customers can select five frames to try at home for free.
- Physical stores complement online services, offering eye exams and custom fittings, with all interactions synced to the customer’s online profile.
- In addition to customer support through phone and email, Warby Parker also lets customers seek help via social media as well.
Why we like it: The blend of virtual and physical try-on options provides flexibility and confidence in purchasing decisions, enhancing the overall customer experience.
9. Spotify
With cross-device syncing, personalized playlists, and social integration features, Spotify has countless elements that drive its omnichannel music streaming experience.
Implementation:
- Spotify synchronizes user data over all devices, providing a consistent experience across its website, mobile app, desktop app, smart speakers, and other connected devices. So, users can listen to a playlist on their mobile, continue on their desktop, and finish on a smart speaker without any disruption.
- The playback position, playlists, and preferences are consistently maintained across all platforms.
- Spotify also uses advanced algorithms to analyze listening behavior and provide tailored recommendations, which appear consistently throughout all apps and devices.
- Plus, users can share music through social media and messaging apps, and invite friends to collaborate on playlists.
- Spotify’s app also enables users to download music for offline listening and integrates with voice-activated devices, like Amazon Alexa and Google Assistant.
Why we like it: They provide a customized, uninterrupted music experience across all devices and platforms.
10. Blue Apron
Blue Apron is a US-based ingredient-and-recipe meal kit company. By coupling its website, mobile app, and email strategies with an expanding brick-and-mortar store presence, it has fully redefined its omnichannel strategy.
Implementation:
- Customers can customize their meal plans, access recipes, and track deliveries across all channels.
- The app offers step-by-step cooking instructions, video tutorials, and regular delivery updates.
- Both the website and app feature a comprehensive resource center with FAQs, tooltips, and guides for self-service options.
- Personalized emails provide recipe recommendations based on past customer behavior and purchase history.
- Active social media platforms and multichannel customer support, available via phone, email, and live chat.
Why we like it: The consistent and convenient meal planning and delivery experience.
11. Stitch Fix
Stitch Fix is an online personal styling service based in the US. It offers a smooth styling service by fusing its website, mobile app, and tailored email communications into a seamless customer experience.
Implementation:
- The Stitch Fix website and app enable users to create online style profiles, provide feedback, and make purchases.
- Analyzing this data, Stitch Fix refines customer recommendations to curate and ship clothing selections best suited to user preferences.
- Both website and app also offer style guides and personalized fashion advice.
- Recently, Stitch Fix has also ventured into pop-up shops and collaborations with physical retailers. This further enables it to provide the same curated service approach to offline customers as well.
Why we like it: The personalized styling service and in-depth qualitative feedback loop.
12. Carvana
Finally, Carvana is an online used car retailer that has a unique business model. Its omnichannel strategy has redefined how customers buy cars.
Alongside the traditional channel, Carvana has adopted a technology-driven approach, geared towards providing a cohesive customer experience.
Implementation:
- Customers can examine and purchase used cars entirely online through the website and mobile app. Both of these offer in-depth vehicle descriptions and 360-degree photos.
- After purchase, customers can get their car delivered or easily pick it up themselves from Carvana’s automated car vending machines.
- The mobile app also provides real-time delivery updates.
- Customers can easily get expert advice and help by contacting customer service through phone, chat, and email, whenever needed.
Why do we like it: Innovative use of technology to simplify the car buying process, coupled with unique pickup options.
How to build an effective omnichannel customer experience
Now that you’ve gone over some great omnichannel customer experience examples, you’re ready to start building your own strategy.
To create an effective omnichannel strategy, there are five simple steps you must always follow. Let’s deep dive into what these are.
1. Collect 360-degree customer data
The first step to any good strategy is to develop a deep understanding of your customers. Start your user research by collecting relevant data from different sources.
This could include multiple types of data, like real-time behavioral data and product usage insights coupled with customer feedback and reviews.
There are several ways you can collect all this data, either by performing different analyses or via various surveys.
Next, you’ll need to make sense of it all and formalize your findings.
For example, you can use this customer data to create different personas and build an effective customer journey, visualizing friction points throughout the user experience.
Lastly, all this customer data will help you make more data-driven decisions moving forward.
2. Centralize your data
Data is your most valuable resource. That is why simply focusing on collecting data isn’t good enough.
Instead, you also need to prioritize successfully managing customer data. A best practice to do that is by adopting a Customer Relationship Management (CRM) tool that simplifies data synchronization across all channels.
You can also use integrated technology platforms, such as omnichannel data software and automation tools like Userpilot.
These tools facilitate immediate data sharing and tracking across channels, enabling you to provide a more personalized service tailored to individual customer needs.
The end result: an improved and consistent customer experience that helps boost customer satisfaction and loyalty.
To get started, consider the wide array of Userpilot’s integrations. Here are some examples that could help you create an omnichannel experience:
- Google Analytics Integration: Useful for analyzing how customers from various acquisition channels interact with your online experiences. It also helps examine how particular advertising campaigns affect customer interactions.
- Amplitude Integration: This enables you to better track and analyze user behavior data, identifying usage patterns and uncovering problem areas that reduce customer engagement.
3. Ensure seamless channel integration
Customers expect a seamless experience across all channels, be it their desktop or mobile device. To meet these expectations, you must design processes and workflows that allow customers to transition smoothly between channels.
Work towards doing that and providing a unified customer experience by tracking the user funnel and performing customer journey analytics. This will help uncover drop-off points and friction areas where users struggle and, therefore, can’t continue forward.
Once you discover these improvement areas, you can take relevant actions to refine the customer experience and drive retention.
4. Develop a unified communication strategy
Once all your channels are integrated and data flows smoothly between them, the next step is to build your communication strategy.
And it’s essential to keep your messaging consistent.
Imagine you interact with a brand’s content on social media because it’s fun, casual, and playful. Then, you subscribe to its newsletter and suddenly receive a formal and dry email. Such inconsistencies can negatively affect trust and create dissonance.
Make sure that all of your customer touchpoints and channels have a consistent tone of voice, visual identity, etc. Pay special attention to the communication style across your marketing materials and make sure that all activations are personalized.
5. Monitor, measure, and optimize
No one perfects their omnichannel customer experience strategy the first time around. It always takes some experimenting and several iterations before you get it right.
To get to that point, start by tracking performance metrics in real-time. You should monitor metrics like customer satisfaction, Net Promoter Score (NPS), and Conversion Rates (CVRs).
By regularly measuring these Key Performance Indicators (KPIs) and collecting customer feedback, you will unlock valuable insights, useful for continuously refining and optimizing the omnichannel experience.
Conclusion
Designing a seamless experience isn’t easy work, but it’s definitely worth it! You’ll get the hang of it soon enough, as long as you keep the basic steps in mind. This includes collecting in-depth customer data, regularly tracking outcomes, providing consistent messaging, and continuously iterating.
And if you ever get stuck, just refer back to these omnichannel customer experience examples. They highlight omnichannel best practices, such as leveraging advanced technology, providing useful resources through apps and emails, and offering personalized support.
Want to get started creating a seamless omnichannel customer experience? Get a Userpilot demo and see how you can increase customer retention and engagement in no time.
