Omni-channel retailing describes a model in which clients are able to interact with multiple sales and media channels at once, and have their information retained by the retailer as they move between them. For example, omni-channel retailing allows your clients to browse on a desktop, compare prices on a mobile device, then visit your brick-and-mortar location to finalize a purchase — all without having to restart their customer journey. The omni-channel retailing links together all channels, combining the showroom and the website to create a single, unified experience.
Where omni-channel commerce strives to unify several separate channels, unified commerce takes multichannel selling one step further. Unified commerce relies on cloud technology to integrate all business functions, channels, and client data onto a single platform. Rather than allowing your customers to move seamlessly across multiple channels, you give them the opportunity to stay within a single channel — one that incorporates all other channels and data.
While there are some blurred lines between these two strategies, they both demonstrate that unified selling creates a more customer-centric business model. By eliminating restrictions on how, when, and where a client can shop, customers gain freedom and flexibility, resulting in an unparalleled experience.