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Omnichannelity : a new challenge for companies !

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Companies have had to accelerate their digitalization and expand on the web to face the health crisis and make up for the closure of their physical stores: 90% have experienced an increase in traffic on their website and 38% have indicated that digitalization has guaranteed their activity during the pandemic (source: Growth and Digital Barometer). This context demonstrates the importance of digital channels and generates new buying behaviors from consumers. Their demands in terms of customer service have been reinforced: click & collect, social commerce, phygital… To face this evolution, brands and retailers will have to adopt omnichannel paths and manage their presence more efficiently on all the interfaces of the customer relationship.

The rise of omnichannel 


Multichannel, cross channel and omnichannelity are concepts that are involved in companies’ marketing strategies to promote physical or digital interfaces that allow the customer or user to meet the brand. The evolution towards omnichannelity has been made progressively with the evolution of digital tools and the web. Multi-channel was the first response to the numerous channels created with the first digital tools. It is the path in which the consumer uses several channels in his purchase path (e.g.: looking at a product online and going to the store to buy it). In this marketing strategy, one channel is equal to one customer journey, which is based on the separation of channels. The new consumption methods have made this concept evolve with the arrival of the cross channel 

which responds to the integration of several channels by creating bridges between them (e.g.: promotional codes, click and collect, emailing…). 63% of French people have used click & collect at least once, 44% have used home delivery of an in-store purchase and 37% have used return of a product purchased online according to the LSA/HiPay study. 


These two notions were focused on the brand itself, whereas omnichannel is the combination of multichannel and cross-channel and is more focused on the user and his needs. Omnichannel is the answer to the needs of today’s consumers and will allow all channels to merge together, to personalize and unify the customer experience. There is no longer a barrier between physical and digital stores, the whole experience is enriched and linked, regardless of the channel.

Omnichannelity, a challenge for companies 


41% of retailers who have not yet achieved omnichannelity believe that it is a priority for them in the next 12 months (source: LSA/HiPay). Omnichannelity is a challenge for companies: adapting to new consumption methods, making a coherent purchase path, proposing unique and personalized digital experiences, creating an excellent customer relationship whether in stores or on the web, correctly managing all data flows and making them coherent on all touch points (e.g.: prices, product sheet updates, etc.), and making sure that the data is always available: prices, product sheet updates, promotions, highlights…) are all points of attention on which to focus in order to improve the brand image, boost e-commerce sales and increase the community while building customer loyalty.

The benefits of omnichannel 


Customers want to communicate effectively regardless of the company’s channel, and the fact that a brand is consistent and offers harmonious experiences will reassure and build consumer confidence. The more consistent and secure the buying experience, the more confident the user will be in their decision to trust the brand and make a purchase. Moreover, phygital animations create a link and a coherent global experience on all the customer relationship channels.


For brands and retailers, it is important to use the right tool to centralize and optimize all digital content and data flows in order to respect automated processes. Having an optimal omnichannel strategy will allow your teams to obtain a competitive e-merchandising and to highlight your highlights, to animate your community and to propose incredible and personalized experiences to your users while securing your data.

How to optimize your omnichannel strategy ? 


For a brand, making the shopping experience seamless and consistent across all its physical and digital touchpoints is a constant challenge. To stand out from the crowd, companies will need to personalize their user journey, be consistent across all their interaction points, and offer seamless content.


Sinfin™ is the digital experience platform (DXP) that helps brands and retailers support their omnichannel strategy. Our SaaS platform automates the centralization of product data, optimizes and delivers content across all distribution channels. It boosts e-commerce sales, accelerates the time-to-market of your products and improves the user experience from content to sale. Sinfin™ DXP combines many features from a single tool with a simple and intuitive user experience that does not require specific technical knowledge. 


Want to learn more about the features of Sinfin™ DXP and get a demo? Contact us via the form below :

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