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What Is Omnichannel and Why Is It Important for My Lingerie Business?

The customer experience outweighs many other factors for today’s consumers.

More than half of consumers would pay for a guaranteed good experience, according to an annual study by customer strategist Esteban Kolksy. But, a positive customer experience consists of more than quality customer service. Consumers want a consistent experience wherever they choose to engage with your lingerie business – in-store, online or on social media.

They key word here is consistency. Consistency is what an omnichannel sales approach is all about. Let’s dive into what omnichannel means for lingerie store owners.


What is omnichannel?

Omnichannel is defined as a sales approach that provides a consistent shopping experience across all channels – social media, mobile, desktop, in-store, etc. The shopping experience, product info or policies shouldn’t vary depending on the platform a customer uses. The experience should remain the same whether a customer walks into your bricks-and-mortar store or visits your store from her mobile device.


How does an omnichannel strategy improve the customer experience?

An omnichannel strategy improves the customer experience by offering a seamless experience. And, this is exactly what consumers want. Salesforce reported that 75% of consumers expect a consistent experience wherever they engage.

However, an omnichannel approach requires more than consistent product details to improve the customer experience. Customer service must be consistent and efficient across channels as well. A customer should be able to receive support whether she calls you or sends an Instagram message. For this reason, ensure all associates are knowledgeable and equipped to answer customer questions.

An omnichannel approach also strengthens brand awareness. From color schemes to your brand voice, your presence is consistent across all platforms.


Why is an omnichannel strategy important for my lingerie business?

An omnichannel strategy is essential for your lingerie business because it helps retain customers. Companies with a strong omnichannel strategy retain 89% of their customers, according to an Aberdeen Group Inc. study. And, businesses with poor omnichannel strategies retain 33% of customers. This is extremely helpful, especially when we know that acquiring a new customer costs more money than retaining one.



As a lingerie store owner, you have a lot of decisions to make every day. However, taking an omnichannel customer engagement approach seems like a no-brainer. There are various ways a consumer can interact with your business today. And, when customers buy based on customer experience, you must generate a seamless, on-brand experience on every platform you use. 

Tags: E-Commerce Marketing

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Published by

Lauren Hamilton

Lauren Hamilton

Lauren Hamilton is the founder of www.modwife.co, a lifestyle and relationship blog offering relationship advice and encouraging women to be the happiest, most confident version of themselves through positivity and self-love. She's also a freelance writer and communications strategist. Follow her on Instagram or Twitter, and check out some of her accomplishments on her portfolio.