10 Omnichannel Retailing Examples for eCommerce

Long gone are the days when retailers could succeed by sticking to one or two channels.

Today, shoppers want seamless transitions between online and offline experiences, personalization tailored to their preferences, and flexibility in how they shop.

The best omnichannel retailing examples show us that it’s all about meeting customers wherever they are and providing them with an easy, enjoyable, and memorable journey.

But why is omnichannel retailing so essential today?

As an ecommerce manager, creating a strong omnichannel experience could be the key to boosting customer loyalty, increasing retention rates, and driving sales growth.

In this article, we’ll walk through 10 examples of omnichannel marketing that showcase winning omnichannel strategies from top brands like Nike, IKEA, and Warby Parker.

Let’s break down how these brands are using omnichannel ecommerce examples to provide customers with winning experiences—and how you can apply these omni channel retail examples to your own strategy.

Why Omnichannel Retailing Is Essential for Success

To build loyalty and increase engagement, it’s all about connecting with your customers on their terms.

Here’s a closer look at why omnichannel retailing is such a game-changer for modern businesses.

1. Seamless Experiences Across Channels

A strong omnichannel ecommerce strategy lets your customers move effortlessly between platforms, whether they’re shopping on your website, through an app, or in-store.

When channels are integrated, customers don’t experience friction or frustration; they feel supported and appreciated wherever they shop.

For example, omnichannel customer experience examples like Apple’s online-to-store appointment scheduling or Walmart’s in-app loyalty benefits create easy transitions.

By making it easy to switch from mobile to in-store and back, brands like these build trust and loyalty.

2. Data-Driven Personalization

With the data collected from each touchpoint, you can get a clearer picture of each shopper’s preferences, behaviors, and needs.

Using these insights to personalize content, create a product recommendation strategy, and offer loyalty promotions can significantly enhance the omnichannel shopping experience.

This approach keeps your brand top of mind and drives repeat engagement.

Examples of omnichannel marketing show us that data-driven personalization is key to winning customers over.

Brands like Glossier and ASOS use a customer’s browsing and purchase history to provide relevant recommendations, whether they’re online or in-store.

3. Customer Loyalty and Retention

Finally, a well-executed omnichannel retail experience doesn’t just attract customers—it keeps them coming back.

By creating consistent, personalized experiences across platforms, brands can build long-term relationships that go beyond one-time purchases.

Brands like H&M and Sephora reward customers who engage across multiple channels, fostering loyalty that turns casual shoppers into brand advocates.

The best omnichannel ecommerce examples show that when brands take the time to understand and serve their customers at every point, they create lasting loyalty and drive word-of-mouth referrals.

10 Omnichannel Retail Examples for Creating Winning Customer Experiences

Ready to get inspired? Here are 10 omnichannel retail examples from some of the world’s most customer-focused brands.

Each omnichannel strategy example showcases a unique approach to blending online and offline experiences for maximum impact.

1. Nike – Personalized In-Store Experience with App Integration

Nike is a standout when it comes to omnichannel retailing examples that enhance the in-store experience.

Using Nike’s app, customers can reserve items to try on in-store, scan products to check sizes or availability, and receive personalized recommendations based on their purchase history.

This means a shopper’s preferences are always considered, whether they’re browsing online or visiting a store.

By offering a seamless omnichannel experience, Nike provides customers with a convenient, data-driven shopping journey.

The integration between digital and physical channels fosters loyalty and boosts in-store engagement—two key goals for any omnichannel retail strategy.

2. Warby Parker – Home Try-On and Digital-Physical Synchronization

Warby Parker has set a high standard for examples of omnichannel marketing with its innovative “Home Try-On” program.

Customers select frames online, have them shipped to try on at home, and then return or buy their favorites. In-store digital tools are linked to online accounts, creating a cohesive browsing-to-purchase journey.

Warby Parker’s approach reduces buying friction and builds customer confidence, allowing them to find the perfect fit from the comfort of home.

This example of omnichannel retailing demonstrates how brands can blend the best of online and offline to offer a unique, customer-centered experience.

3. Glossier – Consistent Recommendations Across Channels

Glossier’s approach to omnichannel retail involves merging online and offline shopping experiences.

Customers can try products in-store and either buy there or place orders online. All purchase histories are connected, so recommendations remain consistent and personalized, no matter the channel.

Glossier ensures customers feel understood and valued across every touchpoint.

This consistent experience strengthens loyalty and makes Glossier a prime example of omnichannel retailing done right.

4. ASOS – Try Before You Buy and Virtual Styling Support

ASOS combines convenience with personalization through its “Try Before You Buy” service.

Customers can easily return items both online and in-store. Additionally, the mobile app offers virtual styling advice, helping customers visualize outfits and explore different looks.

This omnichannel ecommerce example makes shopping easier and more enjoyable, while the virtual styling support enhances engagement and reduces return rates—a win-win for both ASOS and its customers.

5. H&M – Loyalty App Integrating Online and In-Store Shopping

H&M has an app that connects the online and in-store shopping experience through its loyalty program.

Members can scan items to check stock, get personalized recommendations, and enjoy easy returns at physical locations.

H&M’s loyalty-focused omnichannel example keeps customers engaged by making every interaction rewarding.

The app’s seamless integration with in-store shopping makes it one of the top omnichannel retailing examples to learn from.

6. Apple – Streamlined Online-to-Store Appointment and Pickup Process

Apple creates a frictionless omnichannel retail experience by allowing customers to book in-store shopping appointments or reserve items online for pickup.

In-store purchases and service requests are synced with online accounts, creating a fully connected service experience.

Apple’s seamless, customer-first approach to omnichannel shopping removes common frustrations and enhances convenience.

It’s a powerful omnichannel strategy example that other brands can adapt to improve their customer service.

7. IKEA – AR-Powered App for Home Visualization

IKEA’s app uses augmented reality to help customers visualize how products will look in their homes before they make a purchase.

Customers can check stock availability and explore online catalogs, then choose to pick up items in-store. This approach empowers customers to make confident buying decisions.

By integrating AR technology with in-store options, IKEA offers a seamless omnichannel experience that drives customer engagement and satisfaction.

8. Ulta Beauty – Loyalty-Integrated Services and Inventory Check

Ulta’s app and website are synced with in-store inventory, allowing customers to see which products are available at nearby stores.

They can book in-store services online and use loyalty points across channels, creating a smooth online-to-in-store transition.

Ulta’s approach enhances convenience, rewards loyalty, and keeps customers coming back.

This example of omnichannel retailing highlights the value of synchronizing digital and physical experiences.

9. Macy’s – Buy Online, Pick Up in Store and In-Store Navigation

Macy’s makes shopping ultra-convenient with “Buy Online, Pick Up in Store” and “Scan & Pay” features.

The app also offers in-store navigation and real-time inventory updates, allowing customers to find exactly what they need quickly.

Macy’s omnichannel retail strategy simplifies the shopping process and creates a frictionless experience for busy customers.

It’s an effective example of omnichannel retailing that combines convenience and immediacy.

10. Walmart – Flexible Shopping Options and Loyalty Integration

Walmart’s app allows customers to switch seamlessly between online orders, in-store pickups, and delivery options.

Customers can also access loyalty benefits and account history across all channels, making for a consistent and rewarding shopping experience.

Walmart’s robust omnichannel ecommerce approach supports customers’ busy lifestyles, whether they prefer to shop in-store or online.

This flexibility makes Walmart a standout in omnichannel retail examples for ecommerce managers to consider.

Key Takeaways for Building a Winning Omnichannel Retail Strategy

These omnichannel customer experience examples offer powerful insights into what it takes to create a seamless, engaging, and highly personalized shopping journey.

Here are the top takeaways that you can apply to your own omnichannel ecommerce strategy to keep customers coming back for more.

1. Use Data for Personalization Across Channels

One of the biggest advantages of omnichannel retailing is the ability to collect data at every touchpoint.

By tracking customer behavior and preferences across channels, you can build a clearer picture of what each customer wants and tailor your messaging accordingly.

Brands like Nike and ASOS are great examples of omnichannel marketing that use data-driven insights to recommend products and personalize interactions, whether customers are shopping online or in-store.

Implement tools that allow you to unify data from online, app, and in-store purchases.

Use this data to personalize content, recommendations, and loyalty offers for a more cohesive omnichannel shopping experience.

2. Create Seamless Transitions Between Online and Offline

A strong omnichannel retail strategy should allow customers to move effortlessly between online and offline interactions.

Many customers like to research products online before buying in-store or may want to check stock before visiting a location.

Brands like Apple and Macy’s have mastered this with features like online reservations for in-store pickup and in-store navigation.

Provide flexible options like “Buy Online, Pick Up in Store” or in-store browsing support through your app.

This creates convenience and makes your brand accessible whenever and wherever customers want to shop.

3. Incorporate Technology to Enhance Engagement

Leading omnichannel retail examples leverage advanced tech tools like augmented reality (AR) and mobile apps to make the shopping experience more engaging.

IKEA’s AR-powered app, for instance, lets customers visualize products in their homes, helping them feel more confident about their purchases.

Glossier uses connected purchase histories to keep recommendations consistent across channels, creating a smooth, personalized experience.

Explore adding tools like AR for product visualization, digital loyalty apps, or virtual try-ons to provide a unique omnichannel shopping experience that stands out from competitors.

4. Reward Loyalty Across All Channels

One key benefit of omnichannel ecommerce is the opportunity to build a more loyal customer base by rewarding engagement across every channel.

Brands like Ulta and H&M use loyalty programs that customers can access both online and in-store, allowing them to earn and redeem points wherever they shop.

This approach strengthens relationships and keeps customers returning for more.

Offer a loyalty program that spans online and offline, allowing customers to easily earn and redeem points.

You’ll be creating a consistent experience that encourages repeat business and increases long-term customer value.

5. Prioritize Convenience to Drive Customer Satisfaction

From in-app checkout options to flexible return policies, top examples of omnichannel retailing put customer convenience at the center of their strategies.

Customers are more likely to stay loyal to brands that make their lives easier, so it’s worth focusing on tools and processes that reduce friction, like Walmart’s flexible pickup and delivery options or ASOS’s simple return process.

Think about ways to simplify the shopping experience, such as offering flexible return options, mobile payment features, or quick in-store pickups for online orders.

The easier the journey, the more likely customers are to stick with your brand.

Ready to Implement an Effective Omnichannel Strategy?

As these examples of omnichannel marketing demonstrate, successful omnichannel retailing is all about meeting customers wherever they are and making it easy for them to engage.

By unifying data, leveraging personalization, rewarding loyalty, and enhancing convenience, you can create a seamless omnichannel experience that turns casual shoppers into lifelong fans.

Take a cue from brands like Nike, Glossier, and Walmart—invest in creating consistent, customer-first experiences across every touchpoint, and watch your customer loyalty, engagement, and sales grow.