Best omnichannel marketing platforms in 2026

Krispy Kreme recognized that their existing resources and systems weren’t sufficient to meet rising customer expectations. In this article, we’ll explore 7 key lessons from Krispy Kreme’s omnichannel marketing journey—insights that any marketer can apply to transform customer engagement, loyalty, and growth. By refining their marketing strategy, this 85+ year-old donut brand achieved a 70% increase in website clicks and a 53% boost in leads.

Today’s consumers are accustomed to being bombarded with messaging from various brands, and as a result, they have become increasingly selective of which brands they choose to engage with. Today, organizations across industries are leveraging omnichannel strategies, including healthcare, retail, finance, technology, and more. Shoppers interact with brands across an average of six touchpoints before completing a purchase, and 80% use multiple channels to finalize a single transaction.

“Very few people walk into a retail store without having done their homework. For example, brands on average get 37% more website traffic the quarter after opening a new physical store. Social commerce reduces friction between discovery and conversion, and leads to more sales. In the future, Aje plans to try click-and-collect orders and a virtual stylist, building on its success online. Recognized for its physical stores across Australia and New Zealand, Aje faced the challenge of mirroring its in-store experience on its digital platform.

The omnichannel marketing examples below illustrate repeatable patterns you can adapt to your business model. Use the following framework to move from insight to orchestration to optimization. Both approaches use multiple channels, but the key difference is how those channels work together. Marketing and sales enablement teams use omnichannel marketing when targeting large audiences.

Companies use direct channels, such as physical stores, catalogs and direct mail, to proactively reach the customer. This approach increases the number of options a company can use to reach a target audience and enables customers to complete conversions using their preferred medium. Multichannel marketing refers to the practice of companies interacting with customers via multiple direct and indirect channels to sell them goods and services.

• The Strava challenge is a key component of a larger omnichannel marketing campaign that utilizes creator partnerships, broad social media content, and earned media.
• A multichannel approach is when a company uses multiple channels, but there's no coordination between them.
• Customers should be able to start a conversation on one channel and continue it on another without missing a beat.
• In 2026, omnichannel marketing performance will be based on relevance, speed, and coordination across every customer touchpoint.
• In fact, some of our clients use our solution, eWizard, to create content that is specific to their company and at a large scale.

Measurement Frameworks for Omnichannel Success

A sales agent following up by phone can see every chat, email, and purchase. Understanding the difference is the first step to building the right approach. Brick-and-mortar stores generally offer more omnichannel delivery services now than they did prior to 2020. Implementing an omnichannel strategy leads to an increase in both in-store and online sales. Strategy now starts with operational capacity, not channel expansion.

Nighttime omnichannel engagement peaks at 40% higher than daytime for working professionals Hispanic consumers in the US engage 15% more with omnichannel promotions than average Urban consumers utilize 8.2 omnichannel touchpoints on average versus 5.1 for rural shoppers 78% of loyalty program members prefer omnichannel redemption options across digital and physical stores

Online shopping is booming, but physical stores aren’t going anywhere. A thoughtful follow-up email is often all you need to keep the conversation going. This allows customers to start and continue their shopping journey however they prefer.

How Brands Can Optimize for Walmart Sparky and GEO

Implementing an omnichannel marketing strategy offers several key advantages that can significantly impact your business’s success. This integration leads to higher engagement, increased customer loyalty, and more significant spending, making it the superior choice. On omnichannel marketing the other hand, omnichannel marketing treats all these channels as one and creates a seamless, connected experience. While simple, it’s limited and fails to meet the diverse ways customers engage with brands today.

The future of multichannel marketing

Through this approach, the company can reach a larger target audience and boost the chance of conversions. The brand might also create blog posts explaining the tool’s different features and run targeted ads on Google to direct people to their site. You can reach a broader audience and optimize your messaging to more targeted groups by using multiple channels.

What is omnichannel marketing?

For example, a customer can add items to their shopping cart on a mobile app, then complete the purchase later on their desktop, with the cart contents seamlessly transferred. For example, if someone adds a product to their cart on your website, it should also appear in your mobile app on their phone. Service teams, store staff, and return systems all need access to the same order context so the customer doesn’t have to restart the process if they switch channels. A customer researches products, compares prices, and reviews product details across the company website, retailer websites, online marketplaces, physical stores, and social media. Similarly, achieving pricing and promotion parity across digital and physical channels helps build trust, reducing friction and confusion in the buying experience. This creates a shared knowledge environment, reducing confusion and building trust.

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