No formula, algorithm, or crystal ball can tell you with certainty when and why each customer will make a purchase. An elderly person wanting to buy a smartwatch can receive a recommendation from a grandchild via text message and then go to a physical store to purchase it. That same grandchild, on the other hand, might spend weeks scanning smartwatch reviews, adding and dropping items from their boxes on mobile and desktop, before finally purchasing thanks to a tempting email offer . It’s a complex process, and that’s why omnichannel selling is so important. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay Both Big Commerce and Square exist to make shopping easier and more enjoyable for sellers and customers, regardless of platform. There's no crystal ball, but there are strategies, and we've teamed up to bring you the latest statistics on when and how Americans shop online. What is omnichannel retail? Omnichannel retailing is a modern approach to commerce that focuses on designing a consistent user experience for customers at every touchpoint. This differs from traditional marketing, where individual channels were optimized without necessarily considering the entire experience. This is a classic definition. Here's how other marketing leaders define omnichannel: Square defines it as: “Meeting people on the channels where they shop and buy, whether in a physical store, online store, or on social media, and connect the dots. between these channels. The goal is to enable customers to move within the brand ecosystem, with each channel working in harmony to drive more sales and engagement. » Hubspot defines it as: “the ability to deliver a seamless and consistent experience across all channels while accounting for the different devices consumers use to interact with your business. » Google defines it as: “ensuring [retail] marketing strategies aim to enable customers to convert on any channel.” » At BigCommerce we define it internally as: “Stores sell both online and offline – probably also via multiple online channels (i.e. on Amazon, eBay, Facebook, B2B). We also referenced the importance of listing your product where consumers already spend their time. This is increasingly being called contextual commerce, a more strategic approach to the general term omnichannel. » In general, omnichannel retailers are not startups. They're also not online-only stores, which means they have the capital to get their feet on the ground. This is clear. What isn't is the retailer's idea of ​​fluidity and sophistication. From this point of view, few retailers today succeed in implementing all their omnichannel initiatives. Indeed, with the push toward integrating commerce across channels, a big piece of the puzzle is missing: what the consumer wants [infographic]. Many retailers are just guessing. Sure, they have proprietary data on how consumers use their own channels, but "Omni" has Latin roots in the realm of omniscient, which means perceiving all things, not just what's happening on your own channel. Omnichannel marketing is therefore more about offering an experience – the omnichannel customer experience –..