The word “omnichannel” has taken on a life of its own in the marketing world, but before it became a buzzword, retailers had already long been working to grow their sales by adding new channels into their mix. Now the same companies are looking for a way to unify the experience across all channels, and having an omnichannel loyalty program is one way to make it happen.
Becoming an omnichannel brand seems simple at the outset, but retailers often struggle to create a seamless experience across all of their channels. Even when it comes to something as simple as coupons, retailers find themselves with each channel in a separate silo: one coupon offer and sale for the web, another separate coupon for stores.
