Omni-channel as a philosophy is about providing consistent, yet unique and contextual brand experiences across multiple customer-aware touchpoints, including brick and mortar, marketplaces, web, mobile and social.
Omni-channel unifies sales and marketing to create a single ecommerce experience accross your store or your brand. Omnichannel allows customers to purchase and communicate natively wherever they prefer to browse or shop.
Omnichannel provides a better customer experience then Multi-channel. Multi-channel firms operates both physical stores and online e-tail webshops, but these operate next to each other. Multi-channel is about choice. Omni-channel is offering seamless service accross all channels.
The omni-channel strategy hinges on the idea that providing a seamless shopping experience in brick-and-mortar stores and through a variety of digital channels not only differentiates retailers from their peers, but also gives them a competitive edge over online-only retailers by leveraging their store assets.