What are the main customer touchpoints or channels for retailers?

The final goal of an omnichannel architecture is to serve the customer optimally, using all different channels, without the customer noticing a difference in experience between channels. The customer can then switch between channels without having to think about it.

Currently, the below mentioned channels can be identified as most important for the consumer. It is important to note that this will most likely shift in the future, as customers constantly find new ways of preference in buying items.

Sales channels

  • Physical stores
  • Shop-in-shops
  • Desktop webshops
  • Mobile webshops
  • Mobile apps


Besides these sales channels, several communication channels have become fairly standard.

Communication channels

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