Key Insights
Essential data points from our research
Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers compared to 33% for companies with weak omnichannel commitment
Brands that employ a comprehensive omnichannel marketing strategy report a 91% higher year-over-year customer retention rate than those that do not
Businesses that adopt omnichannel strategies see 91% greater customer retention rates year-over-year
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
Omnichannel customers spend 4% more on every shopping occasion in-store and 10% more online than single-channel customers
Campaigns using SMS are 47.7% more likely to end in conversion
73% of customers use multiple channels during their shopping journey
90% of customers expect consistent interactions across channels
61% of customers have not been able to easily switch from one channel to another when interacting with customer service
64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing
87% of retailers agree that an omnichannel strategy is critical or very important to their business success
35% of customer service leaders say their biggest challenge is providing a seamless customer journey across channels
50% of advertisers are already using AI to optimize channel mix
77% of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies
30% of marketers are currently using AI for email marketing personalization in omnichannel campaigns
Customer Experience & Preferences
- 173% of customers use multiple channels during their shopping journey
- 290% of customers expect consistent interactions across channels
- 361% of customers have not been able to easily switch from one channel to another when interacting with customer service
- 445% of consumers say they are likely to buy from a brand that offers a convenient, personalized omnichannel experience
- 567% of customers engage with a brand across multiple devices before making a purchase
- 685% of digital consumers start the purchasing workflow on one device and finish it on another
- 776% of customers expect consistent interactions across departments, yet 54% say it generally feels like sales, service, and marketing don’t share information
- 886% of buyers are willing to pay more for a great customer experience
- 971% of shoppers who use smartphones for research in-store say that it's become an important part of the experience
- 1083% of mobile users say that a seamless experience across all devices is very important
- 1152% of customers satisfy their support needs through widely different channels from phone to social media
- 12Customers accessing 10+ channels visit the physical store 63% of the time
- 1374% of customers feel frustrated when website content is not personalized to their interests
- 1469% of consumers want to receive consistent communications
- 1560% of millennial consumers expect a consistent brand experience whether in-store, online, or by phone
- 1665% of consumers are frustrated by inconsistent experiences across channels
- 1780% of customers are more likely to purchase when brands offer personalized experiences
- 1875% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person)
- 1970% of consumers say connected processes — such as seamless handoffs between departments and channels — are very important to winning their business
- 2082% of customers say they want brands to demonstrate they understand them across all touchpoints
Interpretation
Think of your brand as a relay team: customers sprint across devices and channels expecting seamless handoffs and personal attention, and when departments fumble the baton with inconsistent, siloed experiences they get frustrated and take their wallets elsewhere even though many would pay more for a great, connected journey.
Customer Retention & Loyalty
- 1Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers compared to 33% for companies with weak omnichannel commitment
- 2Brands that employ a comprehensive omnichannel marketing strategy report a 91% higher year-over-year customer retention rate than those that do not
- 3Businesses that adopt omnichannel strategies see 91% greater customer retention rates year-over-year
- 4Customer profitability and lifetime value are 30% higher for those who shop across multiple channels
- 5Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel
- 6Using three channels instead of one for a marketing campaign results in a 90% higher customer retention rate
- 7Retention varies from 33% (single channel) to 89% (omnichannel) based on engagement strategy
- 857% of customers won’t recommend a business with a poorly designed website on mobile
- 948% of consumers have left a brand's website and purchased from a competitor due to a poor integrated experience
- 10Omnichannel loyalty program members spend 20% more than non-members
- 1154% of consumers would consider ending their relationship with a retailer who does not give them tailor-made, relevant content
- 12Using push notifications in an omnichannel strategy boosts retention rates by 20%
- 1368% of customers say they have switched brands because of poor customer service across channels
- 14Repeat customers generated 40% of a store’s revenue, even though they made up only 8% of total visitors
- 15Companies with omnichannel customer care strategies have 91% better customer retention rates than those that don't
- 16Businesses with omnichannel strategies achieve 91% greater customer retention than those without
- 1733% of consumers who ended their relationship with a company did so because the experience wasn’t personalized enough
- 18Increasing customer retention rates by 5% increases profits by 25% to 95%, highly correlated with omnichannel engagement
- 1980% of companies report seeing an uplift in customer satisfaction scores (CSAT) after implementing omnichannel support
- 2058% of consumers say they will switch companies because of poor customer service, emphasizing the need for omnichannel support
Interpretation
These stats make a blunt point: omnichannel is not a nice-to-have but the table stakes of modern business, delivering far higher retention, lifetime value and profit while clumsy mobile and disjointed service drive customers straight to competitors.
Sales, Revenue & Conversion
- 1Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
- 2Omnichannel customers spend 4% more on every shopping occasion in-store and 10% more online than single-channel customers
- 3Campaigns using SMS are 47.7% more likely to end in conversion
- 4Customers who engaged with an omnichannel campaign purchased 18% more often than those who only engaged with single-channel campaigns
- 5Integrating 4 or more digital channels will outperform single or dual-channel campaigns by 300%
- 6Customers who use 4+ channels spend 9% more in the store, on average, compared to those who used just one channel
- 7Companies with the strongest omnichannel strategies see a 10% year-over-year growth
- 8Purchase frequency is 250% higher on omnichannel modes vs single channel
- 9Companies with consistent cross-channel marketing see a 14.6% year-over-year increase in annual revenue
- 1049% of consumers say they buy impulse items more often when a brand is present across multiple channels
- 11Online sales in the US are expected to reach $1.3 trillion by 2025 heavily driven by omnichannel adoption
- 12Customers who interact with brands on social media spend 20% to 40% more than other customers
- 13The average order value (AOV) for omnichannel campaigns is 13% higher than single-channel campaigns
- 1461% of consumers are more likely to buy from companies that deliver custom content
- 15Companies with strong omnichannel strategies see a 7.5% year-over-year decrease in cost per contact
- 1639% of consumers say they have purchased from a brand they had not intended to because of a personalized experience
- 17Retargeting ads combined with other channels can increase ad response by up to 400%
- 18Physical stores influenced by digital touchpoints result in 56% of every dollar spent in a physical store
- 19SMS marketing has a 98% open rate compared to 20% for email, making it vital for omnichannel mixes
- 20Shoppers who buy online and pick up in-store (BOPIS) buy additional items 49% of the time
- 21Video content on landing pages can increase conversion rates by 80% within an omnichannel campaign
Interpretation
When brands stop treating channels as silos and connect four or more touchpoints like SMS, social, video, retargeting and BOPIS, they unlock far higher purchase rates, frequency and average order values, more impulse and personalized buys, lower cost per contact and steady year over year growth both online and in store, which is basically the difference between whispering at customers and running a cash register that never sleeps.
Strategy & Organizational Adoption
- 164% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing
- 287% of retailers agree that an omnichannel strategy is critical or very important to their business success
- 335% of customer service leaders say their biggest challenge is providing a seamless customer journey across channels
- 442% of retail executives say they spend up to 50% of their marketing budget on omnichannel initiatives
- 5Retailers with omnichannel strategies replace 98% of their inventory within a year
- 655% of companies have no cross-channel strategy in place
- 7Only 22% of North American retailers consider "omnichannel" a top priority
- 815% of CMOs admit their company is not set up to deliver on their brand promise due to siloed data
- 946% of retail executives plan to increase their investment in omnichannel retailing
- 1084% of retailers believe creating a consistent customer experience across channels is very important
- 1132% of brands are planning to add more channels to their mix in the coming year
- 1278% of retailers admit there is no one brand leader in their organization for cross-channel experience
- 13The number of companies investing in the omnichannel experience has jumped from 20% to more than 80% since 2012
- 1490% of retail leaders say having a seamless omnichannel strategy is crucial for business success
- 15Brands with superior omnichannel engagement see a 7.5% year-over-year decrease in average cost per customer contact
- 1629% of marketers struggle with creating a cohesive customer journey across all touchpoints
- 1750% of organizational leaders say their company lacks the internal alignment to execute omnichannel effectively
- 1864% of companies lack the internal resources to implement a true omnichannel strategy
Interpretation
Everyone from CMOs to retail chiefs talks up omnichannel as essential and many are increasing budgets, yet with 64% citing resource shortages, half admitting internal misalignment, and most lacking clear ownership, too many brands can talk the omnichannel talk without actually walking the omnichannel walk, leaving the hard-won cost and inventory gains to the few who can execute.
Technology, Data & AI
- 150% of advertisers are already using AI to optimize channel mix
- 277% of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies
- 330% of marketers are currently using AI for email marketing personalization in omnichannel campaigns
- 427% of senior executives consider data management the biggest obstacle to a successful omnichannel strategy
- 562% of companies say they have no integrated strategy for their data
- 6Brands that send automated emails in their omnichannel strategy see 41% higher open rates
- 7Organizations with data-driven personalization see 5 to 8 times the ROI on marketing spend
- 8Marketers using automation for omnichannel engagement see conversion rates as high as 50%
- 990% of enterprise analytics managers say data integration is fundamental to their omnichannel strategy
- 1098% of Americans switch between devices in the same day, requiring cross-device tracking
- 1123% of marketers cite "integration of data" as the most exciting opportunity for omnichannel in the next few years
- 12Only 6% of marketers say they have a single view of the customer across all channels
- 1340% of marketers say their biggest challenge with personalization is gaining insight into customers quickly enough
- 1453% of retailers are investing in mobile technology to bridge the gap between digital and physical
- 15Marketing automation drives a 14.5% increase in sales productivity when applying omnichannel workflows
- 16By 2024, AI-driven marketing will account for 40% of data analysis tasks in omnichannel strategies
- 1763% of marketers are increasing their budgets for data-driven marketing
- 18Only 17% of companies are fully integrated with their customer data across all channels
- 1940% of data analytics projects relate to customer experience and omnichannel integration
- 2056% of marketers are leveraging data to predict customer needs before they are expressed
- 2144% of B2B marketers have integrated their data to provide a single view of the customer
Interpretation
Omnichannel marketing has become a data and AI powered relay race: brands that actually unify customer data and deploy AI and automation for personalized, cross device experiences are sprinting ahead with much higher open rates, conversions and ROI, while most remain tripping over siloed data and a missing single customer view.
