Omni-channel is far more than a marketing term. It represents how brands enable consumers to use various channels to engage. It is now up to marketers to provide a seamless experience, regardless of channel or device. Consumers engage with a brand in a physical store, an online website or mobile app, or through social media.

For retailers and suppliers alike, it is vital that each leg of the consumer’s journey be consistent and complementary. To represent a brand experience across multiple channels, brands must understand how and why consumers engage with each platform. Then they must convey their message and attributes consistently through the diverse capabilities of different channels.

During his presentation at ECRM's recent Cough, Cold, Analgesics & Allergy EPPS held in Destin, Fla., Dave Wendland, VP of Strategic Relations for Hamacher Resource Group discussed the importance of maintaining brand consistency while highlighting key tactics to remain relevant with consumers.

Among the topics he discussed were:

• The challenge for retailers to in offering the best mix of services and experiences to draw in consumers who would otherwise buy from Amazon.
• Bridging the divide between the online and in-store shopping experience.
• Using mobile and other technology solutions in every aspect of the retail physical store experience.
• Omnichannel opportunities at retail