{"id":38661,"date":"2016-09-29T14:10:27","date_gmt":"2016-09-29T14:10:27","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=38661"},"modified":"2026-04-13T12:27:24","modified_gmt":"2026-04-13T06:57:24","slug":"robust-omnichannel-framework-for-ecommerce","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/robust-omnichannel-framework-for-ecommerce\/","title":{"rendered":"Going Omnichannel | A Robust Framework for eCommerce Enterprises"},"content":{"rendered":"\n<p>Consumers in the digital age want an integrated shopping experience. They might browse an eCommerce website on mobile but ultimately make a purchase from desktop. Or they might pay online, but pick up the purchased item from the store.<\/p>\n\n\n\n<p>Such user behavior has been highlighted by a 2014 <a href=\"https:\/\/blog.gfk.com\/2014\/03\/finding-simplicity-in-a-multi-device-world\/\" target=\"_blank\" rel=\"noreferrer noopener\">GfK study<\/a>: \u201cWith people constantly moving between devices, it is important for marketers to reach their audience across all platforms. Brand experiences should be consistent, allowing for people to begin an activity on one device and finish on another.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<p>In this post, we discuss a robust omnichannel strategy that can help <a href=\"https:\/\/vwo.com\/blog\/ecommerce-conversion-tactics-for-growth\/\">eCommerce enterprises create such integrated experiences across devices<\/a>. The strategy includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understanding cross-device user behavior<\/li>\n\n\n\n<li>Crafting smooth shopping experiences across channels<\/li>\n\n\n\n<li>Forming organizational structures that support omnichannel<\/li>\n<\/ul>\n\n\n\n<p>But before we begin, let\u2019s see how an ideal omnichannel experience for a consumer, say \u201cSarah\u201d would look like:<\/p>\n\n\n\n<p><em>Sarah is checking Instagram from her mobile and likes a dress her friend is flaunting. She visits the retailer\u2019s website on mobile. She adds the product to her &#8220;wishlist&#8221; on mobile. Later during the day, she accesses her wishlist on the desktop, with the decision to make a buy. She chooses the option \u201cinform when available in my size\u201d and 3 days later, gets an email notifying her about the availability of the dress. It also informs her that \u201cclick and collect\u201d is available on the product. She decides to pick up the dress from a physical store.<\/em><\/p>\n\n\n\n<p>So how do eCommerce enterprises go omnichannel successfully? Let\u2019s talk about the three steps.&#8217;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Analyse your eCommerce website for FREE<\/strong><\/h3>\n\n\n\n<div class=\"Bgc(--color-light-grey-1) Bdrs(4px) P(20px) Mb(20px)\">\n    <form class=\"js-vwo-form-validate-and-submit D(f) Fld(c) Fld(r)--md Gp(10px) Pos(r)\" method=\"post\" action=\"\/wp-json\/action\/deep-ux-analysis-step1\" novalidate>\n        <label class=\"Fxg(1)\">\n            <input type=\"url\" class=\"input-text W(100%) H(100%) input-text--white\" name=\"url\" placeholder=\"Enter your website URL...\">\n        <\/label>\n        <div class=\"Pos(a)--md Start(0) B(-20px) C(--color-red) Fz(11px) Trsp(--Op) Trsdu(0.15s) Op(0) invalid-input+Op(1) invalid-reason\">A value for this field is required.<\/div>\n        <button type=\"submit\" class=\"button btn-modal-form-submit\">\n            <svg  width= \"18\"  height= \"18\"  class= \"Mend(8px) Va(m)\" ><use xlink:href=\"#icon-bulb\"><\/use><\/svg>            Analyze My Website        <\/button>\n    <\/form>\n    <div class=\"D(f) Ai(c) Gp(5px) Mt(20px) Pos(r)\">\n        <div class=\"D(f) Ai(c) W(100%)\">\n            <p class=\"Fz(--font-size-14) M(0) Fw(500) Mb(0) deep-ux-widget\">\n                <span>Why analyze?<\/span>\n            <\/p>\n            <div class=\"tooltip Mstart(5px)\">\n                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-purple) Cur(p) tooltip-icon\" ><use xlink:href=\"#icon-question-mark-2\"><\/use><\/svg>                <div class=\"tooltip:h_D(b) tooltip-icon:h+D(b) D(b):h D(n) M(0)\">\n                    <div class=\"Bxsh(--box-shadow-grey-3) Pos(a) Z(1) Start(0) Start(-58px)--md T(25px) Bd Bdc(#d5d7da) Bgc(--color-white) C(--color-black-light-3) Maw(285px) W(90%) P(16px) Bdrs(4px) Cnt(noq)::b Bdw(10px)::b Bds(s)::b Bdc(t)::b Bdbc(#d5d7da)::b Pos(a)::b T(-20px)::b Start(50%)::b--md Start(30%)::b TranslateX(-50%)::b--md Cnt(noq)::a Bdw(10px)::a Bds(s)::a Bdc(t)::a Bdbc(--color-white)::a Pos(a)::a T(-19px)::a Start(50%)::a--md Start(30%)::a TranslateX(-50%)::a--md\">\n                        <h3 class=\"M(0) Mb(10px) Fz(--font-size-12) Fw(400) Lh(--line-height-headings) deep-ux-widget\">Get a free UX audit powered by VWO Copilot<\/h3>\n                        <ul class=\"P(0) M(0) List(n) Fz(--font-size-12) deep-ux-widget\">\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Spot Gaps:<\/strong> Reveal hidden conversion leaks.                            <\/li>\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Data-Backed:<\/strong> Get a prioritized list of fixes.                            <\/li>\n                            <li class=\"deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Test Smarter:<\/strong> No more guessing what works.                            <\/li>\n                        <\/ul>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <p class=\"M(0) Flxs(0) deep-ux-widget\"><span class=\"Fz(--font-size-12) Px(12px) Py(1px) Bdrs(30px) Bgc(#ffba00) D(ib) Fw(600)\">Beta<\/span><\/p>\n    <\/div>\n<\/div>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tracking Cross-Device User Behavior\" id=\"tracking-cross-device-user-behavior\" data-menu-id=\"tracking-cross-device-user-behavior\" style=\"text-align:left\">Tracking Cross-Device User Behavior<\/h2>\n\n\n<p>The fact that people toggle among multiple devices throughout the day makes understanding the cross-device user behavior an absolute essential for eCommerce enterprises. Traditional analytics tracking tools such as Google Analytics do not offer the scope for establishing a connect between users and their disparate gadgets. Cross-device tracking removes this barrier for eCommerce enterprises and enables them to understand their users\u2019 behavior across all touchpoints.<\/p>\n\n\n\n<p>Cross-device tracking allows enterprises to understand whether a person browsing a website from smartphone X is the same person who made the purchase from laptop Z. Such information is important to rectify conversion credit allocated disproportionately to the last device of purchase. So if the&nbsp;use of mobile devices leads to desktop purchases, eCommerce enterprises might want to spend more on mobile ads and mobile <a href=\"https:\/\/vwo.com\/website-optimization\/\">website optimization<\/a>.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Deterministic Device Matching\" id=\"deterministic-device-matching\" data-menu-id=\"deterministic-device-matching\" style=\"text-align:left\"><b>Deterministic Device Matching<\/b><\/h3>\n\n\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/liveramp.com\/blog\/probabilistic-vs-deterministic\/\" target=\"_blank\" rel=\"noreferrer noopener\">This methodology makes use of user\u2019s signin information<\/a>. As users are required to sign in to the website on each device they use, enterprises can track their behavior across all touchpoints. User Authentication is a type of deterministic device matching. It uses specific identifiers such as a customer ID, signin information, and so on to study and form a link between user behavior across devices.<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Probabilistic Device Matching\" id=\"probabilistic-device-matching\" data-menu-id=\"probabilistic-device-matching\" style=\"text-align:left\"><b>Probabilistic Device Matching<\/b><\/h3>\n\n\n<p><span style=\"font-weight: 400\">Unlike deterministic device matching, this cross-device tracking technique does not rely solely on the user\u2019s signin information. As the name indicates, this method computes the probability&nbsp;that various devices belong to or have been used by the same individual. An example of how probabilistic device matching works is extrapolation. For example, if a mobile and a tablet use the same Internet connection, it can be extrapolated that they belong to the same household. <a href=\"https:\/\/en.wikipedia.org\/wiki\/Device_fingerprint\" target=\"_blank\" rel=\"noreferrer noopener\">Device Fingerprinting<\/a> is another famous probabilistic cross-device tracking technique. It combines device settings and browser options with some other attributes such as WiFi info, IP address, and more to identify users. <\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Build Smooth Shopping Experiences Across Channels\" id=\"build-smooth-shopping-experiences-across-channels\" data-menu-id=\"build-smooth-shopping-experiences-across-channels\" style=\"text-align:left\"><span style=\"font-weight: 400\">Build Smooth Shopping Experiences Across Channels<\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">The next step, after tracking and understanding user behavior across devices, is to create seamless experiences for your users. <\/span><\/p>\n\n\n\n<div class=\"custom_blockquote\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/doug-mcmillon-2013_130041260684585386.jpg\" alt=\"profile picture for Doug McMillon, Walmart CEO\" width=\"1239\" height=\"1243\"><strong>Walmart CEO<\/strong>, <strong>Doug McMillon<\/strong> <a href=\"https:\/\/corporate.walmart.com\/newsroom\/business\/20160420\/what-is-seamless-shopping-q-a-with-ceo-doug-mcmillon\" target=\"_blank\" rel=\"noopener\">shares his thoughts&nbsp;on a seamless customer experience<\/a>:<i><\/i><\/p>\n<p><i>&#8220;Ultimately, customers don\u2019t care about what channel they\u2019re shopping in or about how we deliver them a product or service. They simply know they\u2019re shopping with Walmart.\u201d<\/i><\/p>\n<\/div>\n\n\n\n<p>For Walmart, no matter what channel their customers buy from, it is important that they recognize the brand and get the same shopping experience throughout. Creating cohesive, consistent brand voice\/experience can help <a href=\"https:\/\/vwo.com\/blog\/trust-in-ecommerce\/\">eCommerce enterprises pave trust<\/a> and encourage strong engagement, and, therefore, improve sales.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Other than brand consistency, a smooth and seamless shopping experience also constitutes customer experience. Hubspot talks about Oasis, a UK fashion retailer, in their seven inspiring examples of <a href=\"https:\/\/blog.hubspot.com\/service\/omni-channel-experience#sm.001axdfw216z2ej7twa1fs5kr7dek\" target=\"_blank\" rel=\"noreferrer noopener\">omnichannel user experience<\/a>. On entering one of their stores, you\u2019ll find sales associates walk you through all the product-related information using iPads. So, just in case something &nbsp;is out of stock, the staff places an online order for the customer and the item &nbsp;is shipped directly to customer\u2019s home.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">eCommerce enterprises should focus on the following points for providing a superior omnichannel shopping experience:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Providing relevant local information<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Ensuring faster, safer payment solutions<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Providing personalization<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Making use of advanced technologies<\/span><\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Providing relevant local information\" id=\"providing-relevant-local-information\" data-menu-id=\"providing-relevant-local-information\" style=\"text-align:left\"><b>Providing relevant local information<\/b><\/h3>\n\n\n<p><b><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-journey\/omni-channel-shoppers-an-emerging-retail-reality\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;<\/a><\/b><span style=\"font-weight: 400\"><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-journey\/omni-channel-shoppers-an-emerging-retail-reality\/\" target=\"_blank\" rel=\"noreferrer noopener\">A post on Think with Google reports that 75 percent of the shoppers who find local retail info in search results helpful are more likely to visit stores.<\/a> For eCommerce enterprises, this data opens up a number of opportunities. For example, eCommerce enterprises can &nbsp;inform online customers looking for a particular item online about it\u2019s availability at a nearby store. To make this activity more effective, they can use <a href=\"https:\/\/vwo.com\/glossary\/geo-targeting\/\">geo-targeting <\/a>to drive more in-store purchases from people from the local vicinity who have an intent to buy. &nbsp;Moreover they can also provide information such as local store hours, directions to the local store, or any discounts running in the store. Providing local relevant information online can also help convert more of those shoppers who view shopping as an experience and not just a purchase activity. Retailers, on the other hand, can benefit from the impulse buying tendency of people who exhibit a search online, shop local behavior. <\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Ensuring faster, safer payment solutions\" id=\"ensuring-faster-safer-payment-solutions\" data-menu-id=\"ensuring-faster-safer-payment-solutions\" style=\"text-align:left\"><b>Ensuring faster, safer payment solutions<\/b><\/h3>\n\n\n<p><b>&nbsp;<\/b><span style=\"font-weight: 400\"><a href=\"https:\/\/www.searchenginejournal.com\/the-10-most-popular-online-payment-solutions\/\" target=\"_blank\" rel=\"noreferrer noopener\">A Search Engine Journal post lists 10 popular online payment solutions<\/a>&nbsp;such as Amazon Payments and <a href=\"https:\/\/en.wikipedia.org\/wiki\/Google_Wallet\" target=\"_blank\" rel=\"noreferrer noopener\">Google Wallet<\/a>. As these options are trustworthy and secure, these will encourage users to pay from any channel that they use. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Deploying these payment solutions is a win-win for both the parties, because these solutions are convenient, quick, and trustworthy. <\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Providing personalization\" id=\"providing-personalization\" data-menu-id=\"providing-personalization\" style=\"text-align:left\"><b>Providing personalization<\/b><\/h3>\n\n\n<p><span style=\"font-weight: 400\">The interconnected and digitally empowered consumer demands relevant and personalized experience. For an omnichannel player, this would mean understanding which devices are used by the consumers and how. For example, <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/customer-interaction\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evergage talks about how eBay creates omnichannel personalization for its users<\/a>. The eBay mobile app allows users to enable <a href=\"https:\/\/vwo.com\/push-notifications\/\">push notifications<\/a>, which informs them about the start or end of any auction. The desktop site, on the other hand, is designed for easy search and window shopping.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-38654\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"300\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/photo-2-200x300.jpg\" alt=\"an example of omnichannel strategy with a personalized push notification from ebay\" class=\"wp-image-38654\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/www.iphoned.nl\/nieuws\/ebay-maakt-veel-winst-dankzij-iphone-app\/\" target=\"_blank\" rel=\"noreferrer noopener\">iphoned<\/a><\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Advanced technologies\" id=\"advanced-technologies\" data-menu-id=\"advanced-technologies\" style=\"text-align:left\"><b>Advanced technologies<\/b><\/h3>\n\n\n<p><span style=\"font-weight: 400\">Innovation and technology enhance the omnichannel experience both for buyers and eCommerce enterprises. Using virtual reality, for example, can help eCommerce players make use of virtual environments that are otherwise difficult to create inside a store. For the user, these technologies can address buyer\u2019s uncertainty. <\/span><\/p>\n\n\n\n<p>For example, before making a decision to buy a hat, a person would like to know which hat type, color, width, and so on would suit him the best. Without physically trying a number of different hats, he can use such technologies to find out what looks best on him. For the eCommerce enterprise, this means being able to provide their users with better services and experience even if all the types of hats are not physically in store.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/www.forbes.com\/sites\/rachelarthur\/2015\/10\/25\/hands-on-with-tommy-hilfigers-in-store-virtual-reality-catwalk-experience\/#2d5901223ee4\" target=\"_blank\" rel=\"noreferrer noopener\">Tommy Hilfiger also provides a fantastic in-store VR experience<\/a>. As a result, shoppers can view virtual catwalks and shop the season\u2019s runway styles.If you are looking for more on the who and how of virtual and augmented reality in retail and eCommerce, <a href=\"http:\/\/www.forbes.com\/sites\/rachelarthur\/2016\/01\/26\/the-future-of-retail-beyond-stories-told-to-stories-experienced\/#521dae9d3cbf\" target=\"_blank\" rel=\"noreferrer noopener\">here\u2019s a Forbes post to read<\/a>. <\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Forming an Organizational Structure that Supports Omnichannel\" id=\"forming-an-organizational-structure-that-supports-omnichannel\" data-menu-id=\"forming-an-organizational-structure-that-supports-omnichannel\" style=\"text-align:left\"><span style=\"font-weight: 400\">Forming an Organizational Structure that Supports Omnichannel<\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">Customer experience might suffer if an eCommerce enterprise is not structured to meet the requirements of omnichannel retail. When departments operate in silos, the problem of sales attribution often arises. Such conflicts are unhealthy, as they can jeopardize the enterprise\u2019s ability to deliver a smooth omnichannel experience.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">An organizational structure that is better aligned for omnichannel, requires various departments within an organization to work together and be accountable to each other. Macy\u2019s, for example, has also completely <\/span><span style=\"font-weight: 400\">restructured their merchandising and marketing<\/span><span style=\"font-weight: 400\"> functions. They have also created chief omnichannel officer positions in their organization.<\/span><\/p>\n\n\n\n<div class=\"custom_blockquote\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/Keith-Anderson-headshot-copy.jpg\" alt=\"profile picture of Keith Anderson, SVP Strategy &amp; Insight, Profitero\" width=\"441\" height=\"441\"><br><a href=\"https:\/\/www.linkedin.com\/in\/keithanderson101\" target=\"_blank\" rel=\"noopener noreferrer\">Keith Anderson<\/a>, SVP Strategy &amp; Insight, Profitero<i>,<\/i><strong><i> &nbsp;<\/i><\/strong>suggests the following when it comes to creating supportive organizational structures for omnichannel.<\/p>\n<p>&#8220;Here is&nbsp;the approach I suggest:<\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Top-down commitment and support are essential. In the absence of the same, many organizations fail to prioritize or align on how to implement and execute on omnichannel.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Key functions should be responsible, but the whole organization is accountable. Certain teams or titles should be primarily responsible for doing the work of marketing and selling through all channels. But the entire business should be accountable. There is a risk in simply appointing a &#8220;head of omnichannel,&#8221; without anticipating the impacts on other functions such as customer service, finance, and logistics. Digital and omnichannel competency is necessary for all company functions and disciplines, not just an isolated, specialist team.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Definitions of success and incentives matter. Many companies that try to embrace omnichannel discover internal conflicts driven by misaligned incentives. For example, who gets the credit for an <a href=\"https:\/\/www.jotform.com\/how-to-sell-online\/\" target=\"_blank\" rel=\"noopener\">online sale<\/a> fulfilled and collected in-store? How are inventory and labor costs allocated?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Ultimately, KPIs and incentives need to balance near-term and long-term goals such as maximizing profitability in the short-term versus growing market share. Also, enterprise success must always be prioritized over success in an isolated channel.&#8221;<\/span><\/p>\n<\/div>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\"><b>Conclusion<\/b><\/h2>\n\n\n<p>While creating customer-centric experiences is the key to succeeding with omnichannel, it begins with understanding user behavior and extends to framing the right kind of organizational structures. There is a huge scope for eCommerce enterprises to adapt and excel at an omnichannel level, given that they make use of user information, technology, customer service, and their internal structures efficiently.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Over to You\" id=\"over-to-you\" data-menu-id=\"over-to-you\" style=\"text-align:left\">Over to You<\/h2>\n\n\n<p>Have feedback on how eCommerce enterprises can develop a robust omnichannel strategy? Reach out to us at marketing@vwo.com!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers in the digital age want an integrated shopping experience. They might browse an eCommerce website on mobile but ultimately make a purchase from desktop. Or they might pay online, but pick up the purchased item from the store. Such user behavior has been highlighted by a 2014 GfK study: \u201cWith people constantly moving between&#8230;<\/p>\n","protected":false},"author":117,"featured_media":56310,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":9,"footnotes":""},"categories":[1855],"tags":[],"feature":[],"industry-type":[10318],"product":[],"role":[],"region":[],"class_list":["post-38661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Robust Omnichannel Strategy for eCommerce Enterprises<\/title>\n<meta name=\"description\" content=\"Users demand integrated shopping experiences across channels. This post discusses talks about how omnichannel strategy helps eCommerce enterprises do that.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/robust-omnichannel-framework-for-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Robust Omnichannel Strategy for eCommerce Enterprises\" \/>\n<meta property=\"og:description\" content=\"Users demand integrated shopping experiences across channels. 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