The word ‘omnichannel’ seems to be on everyone’s lips across retail and e-commerce, but what does it practically mean for brands and customers?

Essentially, omnichannel translates into ensuring that your business is supporting your customers when, where and how they want to.

As James Davey, co-founder of e-commerce agency The Armoury, says: “Customers buy from brands, not channels”.

Each customer is different, but they now have expectations of a great – and, importantly, consistent – service on whatever channel or device they’re using – that includes online and in-store.

Customers don’t care if you’re ‘better’ on Instagram than you are on your live chat function.

They do care, however, if they’ve emailed you information which you can’t retrieve in-store or if their loyalty points from a physical purchase don’t appear on their online account.

Get your approach to customers right and apply that consistently across wherever they choose to interact with you.

Your brand is your brand across all touchpoints so to achieve a true omnichannel approach, you need to ensure you’re delivering the highest quality customer experience possible across all of these.

One of those brands which delivers amazing customer experiences at every step is Gym + Coffee and co-founder Diarmuid McSweeney joined us for a video round-table discussion, talking all things omnichannel.

He appeared alongside our very own co-founder Nathan Lomax, managing director EMEA of Shopify Simona Mehta, founder of paid media agency Launch Online Jaye Cowle, and co-founder of The Armoury, James Davey, now known as ‘The Oracle’.

Watch the video to uncover numerous pearls of wisdom from some of the finest minds in the world of e-commerce.