Key Insights
Essential data points from our research
90% of customers expect consistent interactions across channels
73% of retail customers use multiple channels during their shopping journey
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
Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers
Multichannel customers spend three to four times more than single-channel customers
51% of companies use at least eight channels to interact with customers
95% of marketers say they know how important multichannel marketing is for targeting
87% of retailers agree that an omnichannel marketing strategy is critical to their success
61% of marketers say they struggle to integrate customer data from different channels
Only 22% of customers say the average retailer understands them as an individual
50% of marketers cite data silos as the biggest barrier to achieving a single view of the customer
Companies with omnichannel customer engagement initiatives retain on average 89% of their customers, compared to 33% for companies with weak omnichannel strategies
Brands that send cross-channel messaging (push + email) see 83% higher engagement than those using single channel
Adding a second channel to a marketing campaign increases loyalty retention by 130%
Challenges & Barriers
- 161% of marketers say they struggle to integrate customer data from different channels
- 2Only 22% of customers say the average retailer understands them as an individual
- 350% of marketers cite data silos as the biggest barrier to achieving a single view of the customer
- 4Only 17% of companies feel they are fully mature in their ability to orchestrate cross-channel experiences
- 564% of marketers say their company lacks the budget to execute an effective multichannel strategy
- 645% of consumers feel that brands do not deliver a multi-channel experience that meets their expectations
- 749% of marketers say they need IT support to access customer data for campaigns, creating a bottleneck
- 8Just 7% of organizations are currently able to deliver real-time, data-driven engagements across all channels
- 981% of marketers admit they have trouble achieving a single view of the customer across channels
- 1039% of marketers say they don’t have the right tools to track customer journeys
- 1140% of marketers say that attributing success to specific channels is their biggest challenge
- 12Only 5% of marketers say they are very confident in their data to specific marketing activities
- 1333% of marketers struggle with consistent messaging across channels
- 1423% of marketers cite privacy regulations as a major barrier to effective multichannel targeting
- 15Only 13% of organizations have a unified data model that connects all channels
- 1678% of marketers struggle with cross-channel coordination
- 1762% of retailers report that their legacy systems prevent them from implementing new multichannel technologies
- 1889% of digital businesses are investing in personalization, yet 60% say they struggle to execute it in real-time
- 191 in 4 marketers states that a lack of internal skills is holding back their multichannel efforts
- 2055% of organizations report that their marketing teams are siloed by channel, hindering integration
Interpretation
These statistics show brands are trying to perform a symphony while each musician reads a different score, as data silos, legacy systems, thin budgets and skills, and IT bottlenecks leave customers feeling unseen and real time personalization out of reach.
Customer Experience & Preference
- 190% of customers expect consistent interactions across channels
- 273% of retail customers use multiple channels during their shopping journey
- 398% of Americans switch between devices in the same day
- 459% of consumers say being able to shop on mobile is important when deciding which brand or retailer to buy from
- 575% of consumers expect a consistent experience across multiple channels (web, mobile, social, in-store)
- 671% of shoppers who use smartphones for research in-store say that it's become an important part of the experience
- 787% of customers think brands need to put more effort into providing a seamless experience
- 867% of customers have used more than one channel to initiate and complete a single transaction
- 935% of customers expect to be able to contact the same customer service representative on any channel
- 10Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience
- 119 out of 10 consumers want an omnichannel experience with seamless service between communication methods
- 1272% of consumers say they would rather connect with brands and businesses through multichannel marketing
- 1385% of digital consumers start the purchasing workflow on one device and finish it on another
- 1454% of consumers would like to see more video content from a brand or business they support
- 1566% of customers use at least 3 different communication channels to contact customer service
- 1683% of mobile users say that a seamless experience across all devices is very important
- 1756% of customers have stopped buying from a company because of a poor cross-channel experience
- 1870% of consumers say connected processes are very important to winning their business
- 1980% of customers say the experience a company provides is as important as its products and services
- 2060% of millennials expect consistent brand experiences whether in-store, online, or by phone
Interpretation
Shoppers flit from app to aisle to browser like busy bees, and brands that stitch those moments into a seamless, consistent omnichannel experience win loyalty and up to 5.7 times more revenue while those that don’t simply lose customers.
Engagement & Retention
- 1Companies with omnichannel customer engagement initiatives retain on average 89% of their customers, compared to 33% for companies with weak omnichannel strategies
- 2Brands that send cross-channel messaging (push + email) see 83% higher engagement than those using single channel
- 3Adding a second channel to a marketing campaign increases loyalty retention by 130%
- 4Users who engage with a brand on two or more channels have a 19% higher likelihood of remaining a customer
- 5SMS marketing campaigns have a 98% open rate, compared to 20% for email, driving higher immediate engagement
- 6Personalized multichannel campaigns result in a 6X increase in transaction rates
- 7The engagement rate for customers using 3+ channels is 18.96% compared to 5.4% for single channel
- 876% of customers prefer different channels depending on the context of the message
- 9Customers receiving multichannel campaigns open emails at a rate 14% higher than single-channel recipients
- 10Push notifications have a 50% higher open rate on Android than iOS, but iOS has higher engagement action rates
- 1130% of consumers will unlike or unfollow a brand if they feel the content is irrelevant or repetitive across channels
- 12Welcome emails in a multichannel series generate 320% more revenue per email than other promotional emails
- 13Interactive content in multichannel campaigns generates 2x more conversions than passive content
- 1440% of customers will buy more from retailers who personalize the shopping experience across channels
- 15Messages sent using 3 or more channels result in 250% higher purchase frequency
- 16Retargeted ads leads to a 1046% increase in branded search, maintaining engagement after site departure
- 17Consumers who see retargeting ads are 70% more likely to convert on the retailer’s website
- 18Brands using emotional connection in multichannel campaigns outperform competitors by 85% in sales growth
- 1948% of customers have left a website without purchasing because they felt poorly treated in another channel
- 2091% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
Interpretation
Treat customers like social butterflies: when brands deliver personalized, context-aware messages across multiple channels customers stick around, engage, and buy far more, with omnichannel lifting retention from roughly 33 percent to 89 percent, cross-channel push plus email and SMS driving much higher opens and immediate engagement, adding channels multiplying loyalty and purchase frequency, retargeting sustaining branded search and conversions, and irrelevant or repetitive content driving people away.
ROI & Performance
- 1Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
- 2Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers
- 3Multichannel customers spend three to four times more than single-channel customers
- 4Businesses that adopt omnichannel strategies see 91% greater year-over-year customer retention rates compared to those that don’t
- 5Campaigns using SMS are 47% more likely to end in conversion
- 6Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue
- 7Customers who engaged with a brand on multiple channels had a 30% higher lifetime value than those who used only one channel
- 8In 2020, the purchase rate of omnichannel campaigns was 12.43%, while for single-channel campaigns it was 3.21%
- 9Retailers offering multichannel options like BOPIS (Buy Online, Pick Up In-Store) see a 23% lift in inventory turn
- 10Omnichannel shoppers have a 23% higher repeat purchase rate within six months after a shopping experience
- 11Order frequency is 250% higher for omnichannel vs. single channel marketers
- 12Video marketers get 66% more qualified leads per year
- 13Integrated campaigns across 4+ channels outperform single or dual-channel campaigns by 300%
- 14Email marketing yields $42 for every $1 spent, making it a critical component of multichannel ROI
- 15Marketers who use automation for multichannel marketing see conversion rates as high as 50%
- 16Paid search drives 15% of all web traffic but 25% of all web revenue
- 17Implementing an omnichannel strategy can increase revenue by 10-15%
- 1874% of businesses say CRM software has improved their access to customer data for multichannel performance
- 19Omnichannel customers are 15% more loyal than single-channel customers
- 20Average order value is 13% higher for campaigns using SMS in the mix
Interpretation
If marketing were boxing, omnichannel would be the heavyweight champion, with campaigns using three or more channels delivering massive lifts like a 287% higher purchase rate and vastly better retention, lifetime value, order frequency and revenue, while SMS, email, automation, video, paid search and BOPIS consistently boost conversions, average order value, inventory turn and ROI in ways single channel efforts cannot match.
Strategy & Adoption
- 151% of companies use at least eight channels to interact with customers
- 295% of marketers say they know how important multichannel marketing is for targeting
- 387% of retailers agree that an omnichannel marketing strategy is critical to their success
- 492% of marketers use more than one channel, and 81% of marketers use more than three channels
- 5Mobile marketing is a top priority for 72% of multichannel marketers
- 646% of retail organizations planned to increase their investment in omnichannel retailing in 2023
- 770% of marketers are actively investing in content marketing as part of their multichannel mix
- 864% of marketers cite lack of resources and manpower as a barrier to multichannel expansion
- 928% of marketers have reduced their advertising budget to fund more digital channels
- 1084% of eCommerce retailers believe creating a consistent customer experience is the most important aspect of their strategy
- 1160% of B2B marketers utilize an attribution model to track multichannel effectiveness
- 12Social media is the most used channel in multichannel strategies, utilized by 93% of marketers
- 1355% of companies have no cross-channel strategy in place
- 1431% of marketers say that social media is the most effective channel for their business
- 1548% of marketers believe that email is the most effective channel for generating leads
- 1677% of marketers feel that a planned multichannel approach is more effective than unintegrated campaigns
- 1721% of marketers say their biggest challenge is creating content for multiple channels
- 1867% of retail brands have now adopted a BOPIS (Buy Online, Pick Up In-Store) strategy
- 19Over 80% of marketers report that AI is being integrated into their multichannel strategy planning
- 2052% of marketers engage with customers via 3-4 channels
Interpretation
Marketers have piled on channels, from mobile, social and content to AI and BOPIS, and are reallocating ad budgets into omnichannel and content investments, but with more than half lacking a cross-channel strategy and many citing resource and attribution gaps, this noisy multichannel orchestra risks sounding impressive while failing to play in tune.
