23 Eye-Opening Stats About Omnichannel Marketing

by Jenny on December 4, 2019 Comments Off on 23 Eye-Opening Stats About Omnichannel Marketing

Multichannel marketing and Ominchannel marketing are conceptually similar but distinctly different in a very important way.

Unless you’ve been living off the grid for the past 20 years, you’re aware that the modern marketplace enables brands to connect with consumers like never before. Taking a step back to really think about it, brands are becoming required to leverage the increasing number of communication channels to stay competitive. This is where Multichannel marketing comes in; the practice of interacting with customers using a combination of direct and indirect communication channels.

But looking ahead to 2020, even this approach is becoming insufficient as consumers are looking for more personalized, consistent experiences when interacting with their favorite brands.

Enter Omnichannel marketing; the ability to deliver a seamless and consistent experience across a variety of communication channels while factoring in the different devices, behaviors and preferences of the individual.

Where Multichannel marketing holds the brand as the core and pushes out messaging across the different communication channels, Omnichannel marketing places the consumer at the center. The focus then expands beyond establishing a multichannel communication network to content personalization and consistency across all channels.

Sometimes the distinction between Multichannel and Omnichannel can be difficult to communicate, so here we’ve put together a list of powerful stats to help illustrate the importance of prioritizing this marketing evolution.


The communication framework is already there, and it continues to grow.

20.4 billion devices will be connected to the Internet of Things by 2020. (Vxchange)


Your customers are on-the-go and they expect you keep up.

More than 50% of all website traffic in the world in 2017 and 2018 was generated through mobile phones. (Statista)

9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today)

60% of companies think they’re providing a good mobile experience, but only 22% of consumers feel the same. (Temkin Group)

45% of shoppers in-store expect sales associates to be knowledgeable about online-only products. (Forrester)

60% of millennials expect consistent brand experiences—whether in-store, online or by phone. (SDL)

73% of consumers shop on more than one channel. (HBR)


The dividing gap between mobile, online and onsite experience is closing.

56% of every dollar spent in-store is influenced by digital transactions. (Deloitte)

82% of shoppers use their smartphones as shopping assistants in stores. (BazaarVoice)

71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience. (Google)

86% of shoppers are regularly channel-hopping across at least two channels. (Commerce Hub)

85% of digital consumers start the purchasing workflow on one device yet finish it on another. (Google)


Omnichannel activity is a consumer habit not confined to one industry, so all brands are on notice.

85% of enterprise decision-makers say they have a time frame of two years to make significant inroads into digital transformation or they will fall behind their competitors and suffer financially. (IDC)

51% of companies today use at least eight channels to interact with customers. (Aberdeen Group)

87% of retailers agree that an omni-channel marketing strategy is critical or very important to their success. (Brightpearl)


It works if you work it.

Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement.

13% more is spent by consumers who research purchases in advance. (Shopify)


Not quite there yet with your omnichannel strategy? It’s ok, you’re not alone.

45% of marketers feel they lack the necessary talent, technology, and processes to master omni-channel brand marketing. (CMO Council)

26% of companies have yet to take any action regarding an omni-channel strategy. (Rakuten Marketing)

9% of marketers can currently engage customers across channels on a consistent basis. (DMA)

3% of marketers say their different brand functions are integrated well with their marketing technology. (Marketing Land)

in 2017, only 10% of retail executives felt they have refined their omnichannel delivery to the point where they were able to meet demand and make a profit. (JDA)

67% of retail and consumer goods marketers currently do not personalize communications in a truly contextual way. (Salesforce)


Overall, the point is this… Omnichannel marketing is here. It’s happening. Now brands must choose whether to jump on board today, tomorrow or sometime down the road. Although the best option is pretty clear – the sooner the better.

We’ve spent the past 30+ years leveraging market research and consumer data to keep our clients ahead of the curve. If you’re interested in jumpstarting or strengthening your Omnichannel marketing strategy, give us a shout!



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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

Jenny23 Eye-Opening Stats About Omnichannel Marketing