The best-known omnichannel marketing examples are Starbucks, whose app links ordering ahead with in-store pickup and rewards, Disney's park app, Sephora's Beauty Insider programme, Nike's app and membership, IKEA's augmented reality room planner, Target's Order Pickup and Drive Up, and Apple's buy online, pick up in store. Each one lets a customer start in one place and finish in another without starting again.
That last part is the whole idea. Omnichannel marketing means your website, app, social accounts, email and physical location all know about each other, so the customer gets one joined-up experience instead of a handful of separate ones. If you want the full definition first, read my guide to omnichannel marketing. Here, I'm sticking to examples, and to what you can borrow from each one.
Omnichannel marketing examples from big brands
You don't need these brands' budgets to learn from them. For each example I've added a short note on what a small business can copy.
Starbucks: order ahead, pick up, earn rewards
The Starbucks app lets you order and pay before you arrive, then collect your drink in store. The same app holds your Starbucks Rewards account, so you earn whether you order on your phone or scan the app at the counter. The app, the till and the loyalty scheme all share one record of you.
What a small business can copy: give regulars one way to be recognised, whether they order online or in person. Even a simple stamp card that also works through your online booking tool counts.
Disney: the trip starts at home
Disney's park apps let guests plan their visit, buy and hold tickets, book dining, check ride wait times and use their phone or a wearable band to get into the park. What you plan on the sofa at home is waiting for you when you walk through the gate.
What a small business can copy: make what people see before a visit match what happens on the day. If your website says 'book online and we'll have your table ready', make sure the team on the door knows the booking exists.
Sephora: one loyalty account for app, site and store
Sephora's Beauty Insider programme works across its website, app and shops. Members collect points wherever they buy, and their purchase history follows them, which helps staff in store suggest products that fit what they've bought before. Sephora also lets you buy online and collect in store.
What a small business can copy: keep one customer list, not one for the shop and another for the website. Your till system and online store can often share a customer record.
Nike: membership that links app and stores
Nike Membership is free and ties together the Nike app, Nike's website and its own stores. Members use the same profile wherever they shop, get access to member-only products and offers, and can use the app in Nike stores.
What a small business can copy: a free 'members' list with a real benefit, like early access to new stock or a members' evening, gives people a reason to connect with you in more than one place.
IKEA: see it in your room before you buy
IKEA's app uses augmented reality so you can place furniture in a photo or live view of your own room and check how it fits. You can then buy online or head to a store with a list already made.
What a small business can copy: help people picture the product in their life. A short video of a candle on a real mantelpiece, or photos of a dress on different body types, does a smaller version of the same job.
Target: choose how you collect
Target's app lets customers order and choose how they get the goods: Order Pickup inside the store, Drive Up where staff bring it out to the car, or delivery. The choice is part of checkout, not an afterthought.
What a small business can copy: offer more than one way to collect. Click and collect, local delivery on set days, or a 'we'll bring it to your car' option all cost little to set up.
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Apple: buy online, pick up in store
Apple lets you buy online and pick up from an Apple Store, and the Apple Store app lets you shop and keep track of orders. The product pages, the app and the store staff all give the same information and the same experience.
What a small business can copy: consistency. The same prices, the same product details and the same tone of voice on your website, your social posts and in your shop make people trust you faster.
Small business omnichannel examples you can set up this month
These are ideas, not case studies. They're the kind of thing I'd suggest to a small business owner who wants the omnichannel effect without a new app or a big budget.
A cafe with an order-ahead form
Add a simple order form to your website and link to it from your Instagram bio and Google Business Profile. People order on the way, pay on arrival or online, and their coffee's ready. Put a sign on the counter so walk-in customers know they can do it next time.
A salon that links Instagram DMs to its booking page
Most salon enquiries start in Instagram DMs. Save a quick reply that sends your booking link, so the chat turns into an appointment in one step. Then send a reminder by text or email, and a thank-you after the visit with a link to rebook. I've covered more on joining up social with your other channels in my post on social media and omnichannel.
A gift shop with click and collect
Let people buy on your website and pick up in store. Many online shop tools have a local pickup option you can switch on. When they collect, you've got a chance to show them something else they'll like.
A tradesperson who keeps one job thread
A plumber or electrician can take enquiries by website form, phone and WhatsApp. Log every enquiry in one place, whether that's a simple spreadsheet or a job app, so whoever picks up the next message knows the whole story.
A coach or course creator with one welcome path
Whether someone finds you on LinkedIn, a podcast or a webinar, point them to the same welcome email series and the same free resource. That way everyone gets the same first impression, wherever they came from.
Your omnichannel checklist
- List every place customers find or contact you: website, social accounts, email, phone, shop, marketplaces.
- Check your name, opening hours, prices and contact details match everywhere.
- Pick one place to keep customer details and enquiries, and use it for every channel.
- Make sure every channel has a clear next step, like a booking link or order form.
- Let customers start in one place and finish in another, such as order online, collect in store.
- Tell your team how the channels connect, so nobody says 'I can't see that here'.
- Ask a few customers how they found you and what was awkward, then fix the awkward bit first.
Start with the channel your customers use most and connect it to the one they use second. That's enough to feel the difference, and it's far easier than trying to join up everything at once.
Frequently asked questions
What is an example of omnichannel marketing?
Starbucks is the classic example. Its app lets you order and pay ahead, collect in store and earn rewards on the same account whether you buy in the app or at the counter.
What's the difference between omnichannel and multichannel marketing?
Multichannel means you're present on several channels. Omnichannel means those channels are connected, so a customer can move between them without starting again.
Can a small business do omnichannel marketing?
Yes. Linking your Instagram DMs to a booking page, offering click and collect, or keeping one customer list for your shop and website are all small, affordable versions.
Which channels should a small business connect first?
Start with the channel most customers use to find you and the one where they buy or book. Connect those two well before adding more.
