Omni-channel is unequivocally the new market shaper for all industries – and it’s here to stay.

The area of customer experience has seen enormous change over the past few years, fuelled by technology advances like mobile communications and ever more powerful online platforms.

The digital and the physical worlds are swiftly converging, and this has transformed the customer journey from discrete interactions using separate “channels” (face-to-face, email, telephone) to a cohesive and holistic experience that incorporate all channels into one “omni-channel” user experience.

It creates the convergence of channels to provide the customer with a seamless experience across all channels. It doesn’t matter if the customer is engaging online from a desktop or a mobile device, via social networks (social commerce), via a direct marketing activity, by telephone or in a physical store. Omni-channel is the ability to activate every channel and integrate them seamlessly.

What this means for your business

It’s about more than not being left behind: the business world is completely transforming at an exponential rate. The omni-channel experience – where customers can shop both digitally and in-store, seamlessly and interchangeably – creates almost 95% more revenue than online sales – and a massive 208% more than in-store purchases, according to RewardStream*.

In the face of this, to continue being a viable entity your business must:

  • Embrace an omni-channel approach. This is unavoidable:  customers are demanding it.

  • Focus on the entire customer experience – not just the transaction.

  • Digitally transform your business so that you have all the right digital tools to match your customers’ needs.

Omni-channel Trends in 2016 & the Future of Referral Marketing


Omni-channel Messaging

Juniper Research predicts 160 trillion mobile and online messages will be sent annually by 2019. Omni-channel messaging between companies and their customers will drive the bulk of this.

Machine learning

Bot technology is maturing, due to advances in machine learning and natural language processing. This means the potential ability for bots to supplement humans in the first line of customer service.


Brands are increasingly harnessing online technology as part of the real-world customer experience, with the aim of making CX an entertaining extension of the customer’s existing lifestyle.

Application-to-Person (A2P)

Application-to-Person messaging is becoming a central customer communication platform. Third-party apps like WhatsApp are offering such APIs for integration into enterprise customer experience (CX) tool-sets.

Social media platforms

Social media platforms are primary online interfaces for many people, thus becoming part of the omni-channel experience. Already brands are integrating Facebook Messenger into their CX offerings.

On-the-hour delivery

Customers question why, in a digitally connected world, they should wait days for orders. They expect companies to offer virtually instant delivery. Omni-channel is the only solution for this.


Argility offers converged solutions that seamlessly create and deliver an omni-channel experience with your customers’ entire journey at the centre.

They will allow you to create the right omni-channel journey for your brand, incorporating your digital and physical assets, plus information about your customers and your competitors. You can then create the right combination of mobile, digital marketing, CRM and in-store activities.

Our solutions can be delivered on-premise or through the cloud, and they enable:

Digital Strategy & Roadmap

Digital Marketing

Omni-channel Integration

E-commerce Platform Repositioning

Product Management

Agile Delivery


Find out how we can help you deliver the ultimate omni-channel customer experience, whether you prefer an on-premise or cloud-delivered solution.

Click here for a callback from one of our Omni-channel experts.