Nowadays, omnichannel plays a crucial role in keeping up the pace of the eCommerce industry. This business model quickly dominated the retail industry and continuously develop. This approach, which combines online and offline channels, is changing how we connect with our customers, opening many more possibilities for expanding an online business.

The numbers are clear: companies with strong omnichannel customer engagement strategies retain, on average, 89% of their customers, compared to 33% for companies with weak omnichannel strategies.

Considering that, this blog aims to guide you through the essentials of implementing a successful omnichannel strategy, from understanding its key components to exploring real-world examples of successful implementations.

As always, let’s begin with briefly describing the topic.  

Quick jump

What is omnichannel retailing?

Omnichannel retail is a strategy where all your sales channels, including online and offline ones, come together to provide a coherent experience for the customer. The idea is that a customer can switch from browsing your online store to checking out an item in person, and it all feels like part of the same journey. It’s not about treating your online shop and brick-and-mortar location as separate entities but rather as different parts of the same shopping experience.

In contrast to the multichannel approach, where the focus is put on boosting sales, the aim of the omnichannel strategy is to make life easier for the customer and give them the flexibility to interact with a brand however and whenever they want, whether that’s through eCommerce, social media, brick-and-mortar stores, or marketplaces.

As we just stated, omnichannel retail revolves around a customer-centric approach. For businesses, it’s mainly about integrating their systems, like inventory management and customer relationship management (CRM), to ensure all customer interactions are coordinated and personalized.

Key principles of a successful omnichannel retail strategy

Having defined omnichannel, let’s dive into the essential elements of a successful omnichannel strategy.

First of all, an omnichannel retail strategy requires one approach that covers all sales channels – online platforms, physical stores, mobile apps, and social media. This means a customer journey that’s coherent across multiple channels.

Example: A customer might see a product on your Instagram ad, check reviews on your website, and then use your mobile app to find the nearest store with the item in stock. They visit the store to try it on, then order it for home delivery. This entire journey should feel cohesive and branded, with consistent information at every step.

Secondly, eCommerce businesses must align communication and customer experience across these channels. This consistency builds brand and customer trust, regardless of how the customer interacts with the company. This includes cross-channel customer support that allows for answering questions and resolving issues quickly.

Example: If a customer buys a product online and needs to return it in-store, the process should be straightforward. The store staff should have access to the online purchase information and be able to process the return without hassle.

Thirdly, remember that integration of sales, logistics, and marketing systems is key to a smooth omnichannel experience. This means your CRM, inventory management, order processing, and marketing automation tools must communicate seamlessly in real-time. Without this technical backbone, you risk creating friction points like overselling products, delivering inconsistent marketing messages, or failing to recognize returning customers across channels.

Example: A customer might buy online and choose in-store pickup. Your system should automatically update inventory, notify the store, and send the customer updates. When they arrive, store staff should be able to quickly locate and hand over the order, perhaps even suggesting complementary items based on the customer’s purchase history across all channels.

Benefits of implementing an omnichannel strategy

Companies are increasingly adopting omnichannel strategies due to their proven business value and competitive advantages. Let’s explore the specific benefits that eCommerce businesses can gain from implementing a comprehensive omnichannel approach.

Improved customer experience

Firstly, an omnichannel retail experience gives the customer a consistent journey across all touchpoints. Customers can switch between online, mobile applications, and physical stores without losing context or friction. As we mentioned earlier, a customer might start on a mobile device, continue on a desktop, and complete in-store, with all their preferences and cart contents carried over.

More customer loyalty and engagement

By creating a seamless omnichannel customer experience, businesses can forge a stronger, more meaningful relationship with their customers. This consistency not only builds trust but also simplifies the customer’s interactions with the brand, fostering increased loyalty. For instance, a customer might start their journey by browsing products on a company’s mobile app during their commute, then visit a physical store to try on items, and finally make a purchase through the website later that evening. Throughout this process, they encounter the same branding, product information, and personalized recommendations, creating pleasurable and familiar experiences that they can recommend.

Word-of-mouth recommendations from trusted sources can be particularly powerful, with Nielsen reporting that 92% of consumers trust recommendations from people they know over any other type of advertising.

Better operations and sales growth

Moving on, omnichannel integration removes the gap between sales channels. This can lead to better inventory management, lower operational costs, and more sales opportunities. For example, if a product is out of stock in-store, staff can order it online for the customer or check availability at other locations. This flexibility can help capture sales that would otherwise be lost and optimize stock across the whole network.

Increased market reach

By offering multiple integrated sales and engagement channels, businesses can expand their market presence. This allows retailers to reach a diverse range of customers across different touchpoints like social media platforms, apps, and physical stores. The flexibility provided by omnichannel retail opens up new avenues for sales and customer satisfaction.​

Customer behavior analysis and personalization

Last but not least, an omnichannel approach allows businesses to collect and analyze data from multiple channels to get a 360-degree view of customer behavior. This data enables companies to create more accurate customer profiles and segments and deliver more targeted marketing campaigns and personal product recommendations. For example, a customer’s in-store browsing history could inform online product suggestions, or their online search patterns could inform in-store product placement.

Challenges associated with integrating online and offline sales

Despite the benefits of this approach, combining online and offline sales channels may be a major challenge for businesses. One of the biggest hurdles is managing customer data across multiple channels and keeping it consistent. This means creating a single customer profile that captures all interactions and purchases from digital platforms and physical stores, which can be tricky because of different data collection methods and privacy concerns. Another significant challenge is real-time inventory management, inventory visibility, and logistics across channels. Businesses need sophisticated systems that can handle both eCommerce fulfillment and in-store stock, providing up-to-the-minute inventory data across all sales channels. This may require dedicating part of the budget to technology and infrastructure to prevent issues like overselling and ensure customers have accurate stock information.

How does Sylius support omnichannel retailing?

Sylius is a versatile eCommerce platform based on the PHP Symfony framework, offering unique opportunities that can support the implementation of an omnichannel sales strategy. Here are the key ones:

Architectural flexibility

One of the main strengths lies in Sylius’ flexibility. The API-first modular architecture allows businesses to easily integrate the platform with 3rd  party systems such as Product Information Management (PIM), Customer Relationship Management (CRM), Point of Sale (PoS) system, or any omnichannel tools. Additionally, with support for modular architecture like a headless approach, Sylius allows for separating the frontend layer from the backend, providing greater flexibility in managing different sales channels (e.g., physical stores, mobile apps, marketplace platforms). All data can be managed in one place but presented to different channels via API.

Personalization of customer experiences

Thanks to the superior flexibility of the platform, online businesses can personalize the online shopping experiences according to the customers’ expectations, which is key in an omnichannel strategy.

Scalability

The best-of-breed approach in Sylius allows businesses to choose all required components without being constrained by the architecture. Thanks to that, developers can customize and scale the eCommerce platforms with greater flexibility and efficiency by choosing only the best features and applications without overloading the systems with redundant elements.  

Sylius Plus modules

Sylius Plus supports omnichannel retail with advanced modules for advanced international operations. For instance, the Advanced Multi-store module supports managing multiple legal entities and customer pools from a single admin panel, Multi-Source Inventory gives you real-time stock visibility across multiple locations, and Returns Management (RMA) handles returns from any channel. Additionally, Sylius includes multi-currency support, various tax calculation methods, loyalty program integration, efficient order management, multilingual capabilities, and more.

Want to know more about Sylius Plus?

Learn more >>
sylius-plus-logo

Sylius integration with Alokai (previously Vue Storefront)

BitBag VueStorefrontPlugin adds all the required GraphQL endpoints and Vue Storefront compatibility to Sylius. While keeping high coding standards and extensibility, it allows you to have a unified commerce experience across web, mobile, and physical touchpoints. Developer-friendly and efficient, it is perfect for eCommerce companies looking to improve mobile engagement and have a seamless transition between online and offline channels.

Learn more about the plugin in the Sylius Store >>>

Examples of Sylius-based omnichannel implementations

Before moving to the summary, let’s explore real-world success stories of businesses that have effectively implemented omnichannel strategies using Sylius.

Familie Wiesner Gastronomie Group

We had the pleasure of working with The Familie Wiesner Gastronomie Group (FWG), with the aim to transform its restaurant chain with an omnichannel strategy that linked its online and offline channels. Their biggest challenge was to connect physical restaurants with an online ordering platform that could handle high volumes across multiple locations.

This Sylius-based project enabled real-time synchronization between their online platform and restaurant systems, so inventory was always up to date, and order processing was seamless. Customers could switch between ordering methods – delivery, pickup, or dine-in – and experience the same service and menu. The platform allowed location-specific menus and promotions so each restaurant could be individual while being part of the overall brand.

Read a full case study on our website >>>

Soulz.lt

New omnichannel, mobile-first, fashion webshop on Sylius – Soulz.lt

Soulz, a part of Apranga Group, worked with Nordcode agency to transform their digital presence with an omnichannel approach powered by Sylius. Their challenge was to connect all customer touchpoints – mobile, desktop, and physical stores – into one seamless shopping experience for the modern customer.

As a result, Soulz received real-time synchronization across all sales channels, so stock levels, product availability, and customer data were always up to date. This allowed for a smooth shopping experience where customers could move between channels easily – whether shopping online for home delivery or visiting a store to pick up or exchange items.

The omnichannel platform also enabled personalized shopping experiences through location-based promotions and product recommendations based on customer preferences.

Read a full case study on Sylius website >>>

di-soric Group

B2B Content-&-Commerce Solution with PIM, CMS and Sylius shop for di-soric Group

di-soric, a sensor technology leader, cooperated with Infolox to bring together multiple sales channels into one cohesive and efficient platform for their business customers. As a result, they significantly improved di-soric B2B sales with an omnichannel approach by implementing an omnichannel box (Viamedici EPIM, CMS, and SYLIUS SHOP with ERP integration in the cloud).

The project brought all channels together into one platform where di-soric could manage product information, customer orders, and inventory in real time. The system provided a consistent user experience across devices so customers could start their buying journey on one device and finish on another.

The new omnichannel platform was tailored to offer B2B clients personalized experiences – custom pricing, order history, and account-specific promotions. This level of personalization helped to deepen client relationships and increase sales efficiency and accuracy.

Read a full case study on Sylius website >>>

Summary

Implementing an omnichannel strategy is undoubtedly an effective way to enhance a store’s sales and increase the customer base. In today’s retail environment, customers expect to be able to seamlessly navigate and browse products across multiple sales channels. However, the process is more like a marathon than a sprint. In this journey, business owners must determine what features work best and on what channels they should put emphasis on. By identifying which channels are most effective and ensuring consistent customer experiences, we can create new opportunities for our store’s growth.

If you have any questions about eCommerce development, omnichannel retailing, or Sylius, please contact us. We offer a free consultation.