Omnichannel retailing describes a model in which clients can interact with multiple sales and media channels at once, and have their information retained by the retailer as they move between them. For example, omnichannel retailing allows your clients to browse on a desktop, compare prices on a mobile device, then visit your brick-and-mortar location to finalise a purchase — all without having to restart their customer journey. Omnichannel retail connects all channels, combining the store experience and the website to create a single experience.
Where omnichannel 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.