Omnichannel experience: deliver consistency across all your brand’s channels

It’s a fact: the consumer journey is no longer linear. With agility, convenience, and instantaneity, a customer can start a search on Google, compare prices using an AI tool, read reviews on social media, ask questions via WhatsApp, and complete the purchase on a website or e-commerce platform using a desktop or mobile device. That’s why offering an omnichannel experience becomes a strategic and competitive advantage for any and every business.

Being present across multiple channels is not enough: consistency, integration, and relevance must be guaranteed at each touchpoint. In this article, you’ll learn more about the omnichannel experience, why it is so critical to your brand’s success, and how it directly impacts consumer trust.

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What is an omnichannel experience?

An omnichannel experience is the intelligent integration of all contact points between a brand and its consumers. The idea is that communication, service, and offerings are consistent, personalized, and seamless, whether in physical, digital, synchronous, or asynchronous channels.

It’s about orchestrating interactions cohesively to ensure that communication, service, and offerings work in harmony. This means that when a customer switches from social media to e-commerce, or from a chatbot to a phone call, there should be no disruption in tone, information, or experience.

Every touchpoint should work as part of an integrated ecosystem, where data circulates, context is preserved, and the relationship evolves. This unique, responsive, and user-centered perception of continuity is what separates ordinary brands from memorable ones.

Why does this matter?

According to a study published by Harvard Business Review, 73% of consumers use multiple channels throughout their buying journey. Furthermore, omnichannel customers spend, on average, 10% more than those who interact with a brand through only one channel.

Moreover, the integrated analysis of data from these different touchpoints allows companies to develop more effective loyalty campaigns, with personalized rewards based on real buying behavior. Also, according to Harvard Business Review, well-implemented omnichannel strategies can increase customer retention rates by up to 89%.

Another relevant finding comes from PwC: nearly 90% of consumers say they are willing to pay more for a quality shopping experience. But what defines a good experience? It certainly goes beyond polite service or a functional website. What truly delivers value to the consumer is consistency in communication, agility in responses, personalized interactions, and, above all, seamlessness across channels.

This integration eliminates friction, builds trust, and strengthens brand connection—crucial factors in retention and conversion. With a well-structured omnichannel strategy, doors open to create smarter journeys, predict behaviors, personalize offers in real time, and deliver differentiators that competitors simply can’t replicate.

Real applications of the omnichannel experience

Several brands across various sectors are adopting mature omnichannel strategies and standing out by seamlessly integrating channels, data, and customer journeys. These companies have elevated the omnichannel experience to a higher level of competitive advantage, breaking barriers by raising the standard of service, communication, and relationships with their audiences.

Below are practical examples that illustrate how these strategies have been successfully implemented in the market.

Magazine Luiza

A national reference in digital transformation, Magazine Luiza was one of the pioneers in Brazil to adopt structured omnichannel strategies. Around 2010, the retailer began integrating physical and digital channels under the concept of the “Digital Physical Store,” allowing customers to access the online catalog directly from kiosks inside physical stores.

Today, the brand offers a seamless journey across all touchpoints: it’s possible to buy online and pick up or exchange in-store, receive app notifications, get support via WhatsApp, and have a centralized interaction history for continuous, personalized service.

The consistent focus on omnichannel strategies allowed Magazine Luiza to achieve significant sales growth: according to Forbes Brasil, between 2015 and 2018, the company’s digital sales grew 241%, while in-store sales increased by 51%.

Starbucks

Starbucks is one of the leading global success cases in omnichannel experience. The coffee chain intelligently integrates physical and digital channels with a focus on convenience, agility, and personalization.

Through the app, customers can place orders in advance, pay online, and simply pick up in-store, reducing lines and improving service efficiency. The app also stores preferences, purchase history, and loyalty points, which feed personalized offers and highly targeted marketing actions.

Smartly, Starbucks relies on channel integration to provide a cohesive, continuous journey where every touchpoint reinforces the experience’s consistency and the brand connection. A strategy that goes beyond conversion to create genuine connections, transform interactions into memorable experiences, and strengthen the customer relationship at every stage.

Sephora

Sephora is a global benchmark in channel integration within the beauty retail sector. The brand perfectly connects online and offline experiences: the customer can try a product in-store, save favorites in the app, and later receive personalized suggestions via email or push notifications based on browsing history, purchases, and previous interactions.

Sephora’s e-commerce is also fully synchronized with in-store actions, offering features like Click & Collect, easy access to the Beauty Insider loyalty program, and customized experiences based on behavioral data and individual preferences.

This omnichannel model results in greater convenience, personalization, and continuity, ensuring higher repurchase rates, longer app sessions, and increased average ticket size.

According to Salesforce, companies that adopt a well-executed omnichannel strategy can engage up to 89% more consumers and achieve up to a 30% increase in conversion rates, highlighting the power of intelligent integration in delivering real results.

Learn more about ‘Personalized experiences to boost engagement and customer loyalty’

How Dexa transforms this experience

At Dexa, we see the omnichannel experience as a strategic build that goes beyond simply being present on multiple channels. Our focus lies in the intelligent arrangement of marketing, data, and technology, ensuring that each brand touchpoint, whether physical or digital, is memorable, consistent, and aligned with business goals.

Data-driven personalized journeys

We design journeys that reflect real user behavior. Through the analysis of browsing data, interaction history, and preferences, we create personalized flows that connect the right channels to the right messages at the ideal moment. The result is more accurate communication with greater engagement and conversion potential.

Tool and channel integration

An omnichannel experience is only viable when systems are seamlessly integrated. At Dexa, we connect CRMs, automation platforms, social media, support channels, and e-commerce platforms to form a unified digital ecosystem that ensures a complete customer view and enables more strategic actions across the journey.

Consistency and unification of digital presence

We map brand channels to identify consistency gaps, language mismatches, and improvement opportunities. Based on this diagnosis, we align narrative, identity, and tone of voice across all touchpoints. This brings more clarity to the audience, strengthens the brand image, and reduces friction along the journey.

Segmented campaigns

We structure campaigns with specific segmentations by channel, behavior, and journey stage, optimizing each action based on audience context. This approach increases campaign effectiveness and makes communication more strategic, avoiding scattered efforts and messaging noise.

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Why invest in this now?

Because the consumer has already changed, and brands still operating with isolated channels risk falling behind. Today, the expectation is for connected journeys, fast responses, and personalized interactions. The distinction between physical and digital has disappeared in the eyes of the customer, and failing to deliver fluidity means losing relevance and market share.

Investing in an omnichannel experience means creating continuous value for the brand and the customer. It means deeply understanding consumer behavior, anticipating needs, reducing journey errors, and turning every interaction into a real opportunity for conversion or loyalty. This concept is closely tied to the logic of Customer Experience (CX), which sees each touchpoint as a strategic opportunity to strengthen the relationship.

With a well-defined strategy, results follow:

• Higher average ticket, as well as well-served customers, tend to buy more and more frequently;
• Increased Lifetime Value (LTV), meaning the total value a customer generates throughout the relationship with the brand;
• Reduced CAC (Customer Acquisition Cost), as channel integration improves marketing and sales efficiency;
• Sustainable and scalable growth, driven by data-based decisions and consistent experiences across all channels.

Dexa is ready to build your omnichannel strategy

At Dexa, we combine technology, intelligence, and performance to develop integrated digital solutions, data-driven and focused on your brand’s real and sustainable growth. Each project is carefully designed to deliver a unique and seamless customer experience.

If your brand doesn’t yet offer a consistent omnichannel journey, now is the time to act. Let Dexa’s Marketing team guide this transformation, delivering innovation, security, and tangible results every step of the way.