Screens, Research and Hypertext

Powered by 🌱Roam Garden

Omnichannel (definition)

Omnichannel is a refinement of the kind of multi-channel approach that I've called content everywhere. Where the content everywhere approach is aimed at delivering content on multiple channels, "Omnichannel is about understanding and optimizing for the entire journey across all channels," as Noz Urbina writes.

To put the point another way: multi-channel provides your users with content across multiple outlets (e.g., your website, social media, an app, etc.). Omnichannel is a strategy for linking those experiences, so that a user's journey is seamless across the entire set of channels.

Referenced in

Adaptive Content

Adaptive content is a key to making an omnichannel experience work—one in which the experience slides seamlessly from the physical to the digital and back again.