Today’s customers interact in digital domains, thus holding high expectations of receiving a unique and uniform experience. This change is irrespective of whether they are interacting through an application, through social media, or even visiting a bricks-and-mortar establishment. It has become clear that an omnichannel approach is not a mere option, but is essential to embrace to gain a competitive edge. In its essence, omnichannel marketing is all about offering consistent customer experiences across channels and touchpoints, with the ability to move seamlessly from one channel to another. However, providing this smooth integration is not only about being active across all channels. These touchpoints create an expectation that marketers have to consolidate all this data into one platform, enabling the brands to track and address consumer behavior in real-time. Lost data can lead to a lack of cohesion in the omnichannel method, providing the customer an inconsistent and impersonal experience that figures to push them away from the brand.

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