Key Insights
Essential data points from our research
73% of shoppers use multiple channels during their shopping journey
90% of customers expect consistent interactions across channels
98% of Americans switch between devices in the same day
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
Customer retention rates are 90% higher for omnichannel campaigns than for single-channel campaigns
Companies with strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies
B2B companies with effective multi-channel strategies see an average revenue growth of 24%
Multi-channel marketing can increase ROI by over 300% for best-in-class performers
Integrated campaigns across 4+ channels outperform single or dual-channel campaigns by 300%
95% of marketers know that running a multichannel marketing strategy is important for their organization
51% of companies use at least eight channels to interact with customers
Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels
Emails with social sharing buttons increase click-through rates by 158%
Retargeting ads combined with email marketing can increase conversion rates by up to 41%
57% of email subscribers spend 10-60 minutes browsing marketing emails during the week
Channel Synergy
- 1Emails with social sharing buttons increase click-through rates by 158%
- 2Retargeting ads combined with email marketing can increase conversion rates by up to 41%
- 357% of email subscribers spend 10-60 minutes browsing marketing emails during the week
- 4Including the word "video" in an email subject line boosts open rates by 19% across channels
- 5Social media posts with links to website content account for 31% of overall referral traffic
- 6Combining push notifications with email increases retention rates by 190%
- 7Influencer marketing campaigns integrated with social ads generally generate 11x higher ROI than banner ads
- 852% of online stores use social media for customer support as a secondary channel
- 9Integrating direct mail with digital targeting increases website visitation by 68%
- 10Consumers who interact with brands on social media do 20% to 40% more spending with those companies
- 1140% of users will leave a landing page if it takes more than 3 seconds to load, often clicked from a social ad
- 12Facebook ads with captions increase video view time by 12%
- 1355% of consumers have bought a product online after discovering it on social media
- 1493% of Pinterest users use the platform to plan purchases that they execute on vendor websites
- 15LinkedIn drives 80% of B2B social media leads, serving as a primary entry point for multi-channel B2B funnels
- 16SMS marketing click-through rates are 9.18% compared to just 3-4% for email in isolation
- 1774% of people use their mobile phone for social media usage, necessitating mobile-first cross-channel content
- 1866% of B2B marketers use blogs as their primary social media content to drive channel synergy
- 19QR codes in Direct Mail marketing bridge the offline-online gap and increase conversion by 17%
- 20User-generated content (UGC) shared on social channels increases email click-through rates by 73%
Interpretation
These stats show that when brands stop playing solo and orchestrate email, social, SMS, ads, direct mail, influencers, and user-generated content into a mobile first, fast experience, click-throughs, conversions, retention, and ROI soar while slow, siloed channels lose attention and revenue.
Consumer Behavior
- 173% of shoppers use multiple channels during their shopping journey
- 290% of customers expect consistent interactions across channels
- 398% of Americans switch between devices in the same day
- 472% of consumers say they would rather connect with brands and businesses through multichannel marketing
- 5The average consumer uses almost six touch-points before buying an item
- 667% of customers have used multiple channels to complete a single transaction
- 740% of consumers say they have used three or more channels to contact customer service
- 887% of consumers think brands need to put more effort into providing a seamless experience
- 960% of millennials expect a consistent brand experience across in-store, online, and mobile channels
- 1056% of customers have stopped buying from a company because of a poor cross-channel experience
- 1171% of shoppers agree that it is important to be able to view inventory information for multiple channels
- 1286% of buyers will pay more for a better customer experience across channels
- 1375% of consumers expect a consistent experience wherever they engage (social networks, in-person, online)
- 1435% of customers expect to be able to contact the same customer service representative on any channel
- 1576% of customers prefer different channels depending on the context of the message
- 16Over 50% of consumers will switch to a competitor after just one bad multichannel experience
- 1754% of consumers say they would like to see more content from a brand via email compared to other channels
- 1885% of digital consumers start the purchasing workflow on one device and finish it on another
- 1959% of consumers say marketing emails influence their purchase decisions
- 2038% of customers view a product on a mobile device but complete the purchase on a desktop
Interpretation
If your brand treats channels like separate islands, expect customers, who routinely hop between devices and touchpoints, start purchases on one screen and finish on another, and overwhelmingly demand consistent, context aware service, to vote with their wallets by paying more for a seamless experience or switching to competitors after a single bad cross channel interaction.
Omnichannel vs. Single-Channel
- 1Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
- 2Customer retention rates are 90% higher for omnichannel campaigns than for single-channel campaigns
- 3Companies with strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies
- 4Omnichannel customers spend 4% more on every shopping occasion in-store and 10% more online than single-channel customers
- 5Businesses that adopt omnichannel strategies achieve 91% greater customer retention rates year-over-year
- 6Lifetime value of customers shopping across multiple channels is 30% higher than single-channel shoppers
- 7Purchase frequency is 250% higher on omnichannel modes vs single channel
- 8Online retailers that sell on multiple channels (e.g., website + marketplace) see 190% more revenue than those who only sell on their site
- 9Campaigns using SMS in addition to email are 47% more likely to end in a conversion
- 10Multichannel customers spend three to four times more than single-channel customers
- 1162% of companies viewing customer engagement as an omnichannel strategy have more than 50% customer retention
- 12Single-channel marketing campaigns had an engagement rate of just 5.4%, compared to 18.96% for omnichannel
- 13Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel strategies
- 14Stores with a multichannel strategy see an average order value (AOV) that is 13% higher than single-channel stores
- 15Brands that add SMS to their email marketing see a 20%+ increase in revenue per recipient
- 16Multichannel shoppers tend to visit a physical store 23% more often than single-channel shoppers
- 17Retailers offering multichannel purchase options (buying online picking up in store) see a 15-30% sales lift
- 1847% of online shoppers who engage with a brand on multiple channels are repeat buyers
- 19Customers who engaged with a brand on 3+ channels purchased 287% more often than single-channel users
- 20Adding a mobile channel to an existing web strategy increases click-through rates by 78%
Interpretation
Think of single-channel marketing as a bicycle and omnichannel as a jet; companies that engage customers across multiple channels, especially by adding mobile and SMS and offering buy-online-pickup-in-store options, earn dramatically higher purchase rates, frequency, average order value, retention and revenue, turning engagement into a reliable growth engine instead of a trickle of returns.
ROI & Effectiveness
- 1B2B companies with effective multi-channel strategies see an average revenue growth of 24%
- 2Multi-channel marketing can increase ROI by over 300% for best-in-class performers
- 3Integrated campaigns across 4+ channels outperform single or dual-channel campaigns by 300%
- 4Companies that excel at lead nurturing via multiple channels generate 50% more sales leads at 33% lower cost
- 5Content marketing across multiple channels costs 62% less than traditional marketing and generates about 3 times as many leads
- 6Multi-channel customers have a 30% higher lifetime value than single-channel customers
- 772% of marketers say that a cohesive multichannel content strategy is a major contributor to their success
- 8Using videos in multi-channel campaigns can increase revenue by 49% compared to non-video users
- 9A multi-channel innovative approach increases customer satisfaction scores by 23%
- 10Consistent brand presentation across all platforms increases revenue by up to 23%
- 11Customers who see display ads in addition to email are 22% more likely to purchase
- 12Direct mail combined with digital ads yields a 118% higher response rate than direct mail alone
- 1384% of marketers believe that a comprehensive cross-channel strategy is successful in meeting ROI goals
- 14Brands that synergize Direct Mail and Email see a 25% lift in response rates
- 1560% of mature multi-channel marketers reported revenue growth of more than 10%
- 16Using 3 or more channels increases total campaign reach by 57%
- 17Multi-channel B2B buyers purchase 3x more and cost 25% less to manage than single-channel buyers
- 1850% of advertisers achieving the highest ROI use attribution models that account for multiple channels
- 19Personalized multi-channel marketing can deliver 5-8x the ROI on marketing spend
- 20An integrated multi-channel strategy can improve close rates by 25%
Interpretation
If single-channel marketing is fishing with a pole, multichannel marketing is casting a wide, well-targeted net: B2B companies with effective multi-channel strategies see roughly 24% average revenue growth, best-in-class performers can lift ROI by over 300%, integrated campaigns across four or more channels outperform simpler approaches by about 300%, multichannel buyers purchase three times more and cost 25% less to manage, content across multiple channels costs 62% less while generating about three times as many leads, nurturing across channels produces 50% more leads at 33% lower cost, and consistent, personalized, video-rich campaigns reliably boost response, close rates, lifetime value and customer satisfaction—turning multichannel from a nice-to-have into the most efficient route to predictable, scalable growth.
Strategy & Implementation
- 195% of marketers know that running a multichannel marketing strategy is important for their organization
- 251% of companies use at least eight channels to interact with customers
- 3Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels
- 446% of marketers say their biggest challenge is the lack of time and resources to implement multi-channel effectively
- 564% of marketers cite lack of resources and investment as their top barrier to multi-channel marketing
- 661% of customers have not been able to easily switch from one channel to another when interacting with customer service
- 745% of marketers say their multi-channel data is siloed and difficult to access
- 830% of marketers cite difficulty in attributing value to specific channels as a major hurdle
- 978% of marketers say that cross-channel coordination is a key initiative for their team
- 10B2B buyers now use an average of 10 channels to interact with suppliers, up from 5 in 2016
- 1186% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels
- 1228% of marketers say that legacy systems inhibit their ability to execute multi-channel strategies
- 13Hybrid sales models (multi-channel) are used by 67% of B2B companies post-pandemic
- 1423% of marketers are currently using AI to optimize channel selection
- 1555% of companies have no cross-channel strategy in place
- 16Top-performing companies are 2x as likely to automate their multi-channel marketing efforts
- 1768% of businesses report struggling to get a single view of the customer across channels
- 18Only 29% of brands are able to recognize customers across different channels in real-time
- 1989% of digital businesses are investing in personalization software for multi-channel scaling
- 2040% of B2B marketers utilize a manual process for cross-channel consistency
Interpretation
Marketers have assembled an orchestra of channels, with B2B buyers now touching an average of ten instruments, but without conductors, unified scores or sufficient resources the performance is more cacophony than concert despite broad agreement and investment in the need to harmonize, personalize and automate.
