5 Advantages of Using Omnichannel Customer Support


5 Advantages of Using Omnichannel Support

The rise of online shopping in the past decade has changed the course of humanity, especially during the midst of the COVID-19 pandemic and lockdowns. However, despite that, recent research shows that 94% of consumers still buy from brick-and-mortar stores. Hence, there has been an ongoing debate as to what’s better or more ideal: shopping online or in physical stores.

Shopping online is much cheaper, but apart from waiting for your orders to arrive, you can’t see, fit, or check them, whereas shopping in physical stores gives you a different experience, like bonding with your friends. Plus, you get to test the product yourself.

Wherever you shop isn’t absolute. Most people do both things. Studies also say that 87.6% of Gen Z prefer online shopping, but at the same time, the generation is most concerned with sustainability. Many of them also prefer shopping at brick-and-mortar stores because shipments and packaging add to the world’s carbon footprint.

If we compare online and physical store shopping, we’ll debate about it without a winner. As a business owner, the best way to go is to evolve and adapt to the recent trends that benefit both shopping worlds. Enter Omnichannel Customer Support.

So What is Omnichannel Customer Support?

Omnichannel customer support is a strategy where a company provides a seamless customer experience across multiple channels, such as a physical store, a website, and a mobile app.

Omnichannel support can help companies improve the efficiency and effectiveness of their order management process. By using tools like AI and automation, companies can streamline their customer support process and handle a larger volume of customer inquiries and requests. This can help to reduce wait times and improve the overall customer experience.

5 Advantages Of Using Omnichannel Support
Photo by Simon Bak on Unsplash

Companies providing omnichannel customer support

One of the well-known examples of a company that provides omnichannel support to its customers is Amazon. Omnichannel customer support allows customers to shop online through the company’s website or mobile app. Customers can also use the Amazon app to track orders, manage returns, and get help with customer service inquiries.

The e-commerce giant also offers a physical store experience through its Amazon Go stores, using advanced technology that lets customers shop without standing in line to check out.

Walgreens, one of the largest pharmacy store chains in the US, provides omnichannel customer support through its website, mobile app, and physical stores. Walgreens customers can shop online, track orders, manage returns, and get help with customer service inquiries through the company’s website or mobile app.

In addition to Walgreens’ physical store experience, customers also have the option to pick up their online orders in-store or have them delivered to their homes.

Photo by Cottonbro Studio on Pexels
Photo by Cottonbro Studio on Pexels

Five advantages of providing omnichannel customer support to your customers:

  1. Improved customer satisfaction

Omnichannel customer support allows customers to have a consistent experience across all channels, which can improve their satisfaction with the company. The customer has the option to order through your website or mobile app and pick up their order in your store. In that way, they can test the product. Isn’t that the best of both worlds?

  1. Increased customer loyalty

Customer satisfaction breeds loyalty. Some customers, especially introverted ones, prefer online shopping without any interaction, but as mentioned, they also need to test out products physically. It will serve them more if you have self-service options, which can also be applied to your omnichannel support process.

  1. Greater efficiency

Omnichannel support can help companies improve the efficiency of their customer support process by using tools like chatbots and automation to handle routine inquiries and requests. This can free up human customer service agents to handle more complex or high-priority tasks, improving the overall efficiency of the support process.

  1. Increased sales

Omnichannel support can help to increase sales by making it easier for customers to shop. According to a study by MBN, having multiple shopping channels, like a mobile app, increases a brand’s sales on multiple levels. Partner that with your brick-and-mortar store and see your sales go through the roof.

  1. Improved customer data and insights

Omnichannel support can help companies gather valuable data and insights on their customers, which can be used to improve the customer experience and drive business growth. Data on customer purchase history and browsing behavior can be used to personalize product recommendations and tailor the customer experience to the individual customer.


Implementing Omnichannel support to your business is not only trendy. In today’s world of retail and shopping, it is now a must-have. The strategy is beneficial to your customers. It breeds satisfaction and loyalty. At the end of the day, you’ll see further growth and success in your business.

Aratum provides a comprehensive and helpful Omnichannel support system that adapts to the needs of your business. Request a demo now.


The featured photo of this article was sourced from freepik.

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