Omni-Channel marketing is an approach which aims to design seamless consumer experiences across all marketing channels—social networks, e-commerce, catalogs, flyers, smartphones, TV and radio, in-store digital signage, traditional brick-and-mortar, or any other channel a consumer might tap into. And it is becoming more important for merchants in retail and hospitality to remain competitive. From the point of view of the consumer, there is no difference between these channels. A shopper will be checking out products; price and feature comparing with a smartphone from inside the store (a phenomenon known as showrooming), looking at a friend’s recommendations on Facebook, watching TV commercials, and looking for a deal in the store.
They expect to be able to place orders online and handle returns at the brick-and-mortar location. They want easy access to continuous inventory, which can be managed by providing an endless-aisle display in-store.