What is Omnichannel Retail, it may not be what you think!!

Updated on May 07, 2025

Retailers often use the word “Omnichannel retail” to define selling one’s product on multiple channels. However, at SkillNet we believe “Omnichannel” is a much broader term which puts the customer specific behavior at the center of all actions. New microservice technologies with the combination of customer data, are the tools that enable a true omnichannel customer experience.

Multichannel retail strategy

To map a future Omnichannel retail customer journey, we must look at the progress that has already been made. Over the last couple of years customers have come to expect a seamless multi-channel experience. This includes everything from the ability to use a coupon in store or online to curb side pickup on a web order. In these multi-channel experiences, the customer will see similar marketing efforts whether they are shopping in store, on a company’s website, and even on Amazon or their Facebook page. Typical use cases include when a customer abandons a brand’s shopping cart to competitive shop on Amazon, a customer sees the same price for the product.

Usually, in these situations, the brand is pushing one product across multiple channels to the potential customer. Being able to accomplish even this level of multi-channel functionality by any retailer may pay revenue dividends down the road.

Omnichannel retail customer journey mapping

Being a real Omnichannel retailer involves pulling a customer into your brand by using his/her specific behavior to initiate an action. So, for example, if in the previous multi-channel situation, we know the customer went through our shipping options page before competitive shopping on Amazon, this may tell us the customer is sensitive to either shipping costs or delivery timelines. Hence, rather than offering a static price discount that may be offered to any customer when they abandon a cart, the Omnichannel retailer solution may offer free overnight shipping.

We know customers prefer to try on a specific product before purchasing it. A true Omnichannel retailer would pop up a message prior to a customer abandoning their cart with a message asking if the customer would like to make an appointment with a store associate at local store, or even remind the customer of your no-risk refund policy via that customer’s Facebook page. This is just one example of achieving omnichannel customer experience.

Retailers have a vast amount of data at their disposal. Omnichannel retailers can use this data with microservice technologies to drive customer-specific reactions to continually engage this customer. In a true Omnichannel environment, using this data and web services, the whole organization and technology stack work in concert in the same way a strong store associate would approach the relationship they would create and manage with a loyal customer.

Creating true omnichannel customer experience

Creating a technology stack and organization to support omnichannel retail solutions will require a review of a customer’s behavior not only during the sales transaction, but the complete customer’s journey through the whole buying process which may include creating inspiration, awareness, research, purchase, and post-transaction support. An ultimate successful retail customer journey, in a true Omnichannel retailer, will initiate new journeys. It can be as simple as offering a friends and family discount to any customer giving you a 5-star rating.

The start to being a true Omnichannel retailer is understanding and cataloging your customers’ journeys that pull them into your brand. Engage with one of our experts to understand how you can be a true Omnichannel retailer.

To achieve true omnichannel excellence, retailers must go beyond surface-level integrations and build experiences on a foundation of connected systems, real-time data, and a customer-first mindset. Below are the essential building blocks for success – and how SkillNet helps bring them to life.

Key Pillars of a Successful Omnichannel Retail Strategy

True omnichannel retail isn’t about simply being present on multiple channels – it’s about enabling a connected, intelligent experience powered by the right foundational capabilities. Here are the key pillars that set successful omnichannel retailers apart:

Unified commerce platform
A single, centralized platform that integrates commerce operations across online, in-store, mobile, and other channels is critical. It ensures consistency in pricing, promotions, product availability, and customer data – regardless of where the interaction starts or ends.

Real-time inventory visibility
Accurate, real-time visibility into inventory across stores, warehouses, and fulfillment centers is vital to fulfilling customer expectations. It powers services like “Buy Online, Pick Up In Store” (BOPIS), ship-from-store, and same-day delivery.

Centralized customer profiles and loyalty integration
Omnichannel retailers need to know who their customers are, wherever they engage. Centralized customer profiles with integrated loyalty programs allow for personalized offers, smoother transactions, and recognition across all touchpoints.

Seamless cross-channel fulfillment and returns
Customers expect flexible delivery and return options. Leading retailers streamline fulfillment logistics and reverse logistics so that buying online and returning in-store or vice versa is simple and convenient.

Store associate enablement with mobile tools
Empowered store associates are at the heart of great omnichannel experiences. Mobile tools give them access to customer data, product availability, and order status so they can assist shoppers with personalized service in real-time.

SkillNet’s Approach to Omnichannel Transformation

At SkillNet, we don’t just talk about omnichannel — we help retailers build it from the ground up. Our approach is rooted in aligning customer experience strategy with robust technology modernization to deliver seamless, personalized engagement at every touchpoint.

POS modernization and integration
We help retailers upgrade and unify their store systems to support omnichannel use cases like endless aisle, BOPIS, and clienteling. Our experience spans legacy POS upgrades to next-gen implementations like Oracle Xstore.

Cloud-based architecture
A flexible, scalable cloud foundation is key to breaking down silos between channels. We assist in migrating retail systems to cloud-native platforms that support microservices, real-time APIs, and rapid innovation.

Real-time data syncing
Our solutions ensure that data flows smoothly between systems – whether it’s customer profiles, inventory, or order updates. This synchronization enables consistent experiences and faster fulfillment across all channels.

CX-led journey mapping and testing (CCSMG video)
We lead with customer experience. By mapping real customer journeys and pressure-testing them against tech limitations, we identify opportunities for improvement and design systems that truly serve the shopper’s expectations.

Talk to our experts today for a free consult and take the next step toward delivering connected, personalized experiences across every touchpoint.

Check out our blog – BOPIS, ROPIS, BORIS, BOSS: Are You Ready for Omnichannel Fulfillment?