A real-world example: Anthropologie’s omnichannel success

Kate shared a standout example of a brand successfully implementing omnichannel strategy: Anthropologie’s 2024 holiday pop-up experience in New York City.

Here’s how Anthropologie brought their omnichannel vision to life:

• Word-of-mouth marketing: Customers learned about the event via social media and personal referrals, reinforcing the power of organic buzz.
• Data-driven engagement: To attend, visitors had to sign up for Anthropologie’s loyalty program—allowing the brand to collect valuable first-party data.
• Seamless shopping experience: The event featured beautifully decorated rooms showcasing products, but no aggressive sales tactics or inventory displays. Instead, customers could explore freely and access a digital landing page with product details.
• Personalized incentives: Guests who made purchases during the event received a small gift-with-purchase, encouraging conversions without pressure.

"Every single person I went with, bought something," Kate said. "It was the perfect example of how an omnichannel experience should feel—seamless, engaging, and natural."

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Anthropologie’s success wasn’t just about selling products; it was about crafting an immersive, memorable experience that bridged the gap between online and offline interactions.

How brands can build a successful omnichannel strategy

So, what can other brands learn from Anthropologie’s approach? Kate shared three key steps to help businesses refine their customer experience and move toward a fully connected omnichannel strategy.

1. Commit to long-term omnichannel development

Omnichannel success doesn’t happen overnight. Many brands make the mistake of expecting instant results, only to abandon their efforts when things don’t immediately take off.

"Anthropologie didn’t perfect their strategy in one year," Kate said. "They learned from past experiences and refined the approach over time." 

To build a truly customer-first omnichannel strategy, businesses must:

• Start small and refine their approach over multiple cycles.
• Analyze data from each activation to see what works and what doesn’t.
• Remain flexible and willing to adapt based on real customer insights.

2. Align teams across departments

One of the biggest challenges in omnichannel execution is internal silos. Many organizations have separate teams managing:

• Amazon & marketplace sales
• Retail & in-store experiences
• Website & mobile platforms

If these teams aren’t collaborating, customers feel the disconnect. Instead, Kate recommends cross-functional planning to ensure all touchpoints align. "If one department treats omnichannel as their 18th priority, the whole thing can crumble," Kate said. "You need internal alignment and commitment across teams."

3. Leverage user feedback at every stage

A successful customer experience isn’t built on guesswork—it’s based on real insights from real users.

Kate recommends integrating customer feedback at four key stages:

1. Concept development: Test competitor experiences with real users to identify gaps and opportunities.
2. Early design phase: Gather feedback on wireframes and prototypes before finalizing execution.
3. Pre-launch validation: Conduct user testing on nearly finished experiences to fine-tune details.
4. Post-launch optimization: Gather qualitative feedback through interviews and surveys to identify improvements.

"The difference between companies who thrive and those who struggle is how well they integrate user insights into their decision-making process." – Kate MacCabe

The role of emerging technologies in omnichannel experiences

With AI, AR, and VR transforming the digital landscape, many brands rush to implement the latest tech trends. But Kate warns against this “tech-first” approach.

Instead, she suggests a business-first mindset:

• Start with your strategic goals. What experience do you want to create for your customers?
• Identify gaps in your current experience. What friction points need improvement?
• Then, explore technology. Look for tools that can enhance—not replace—your core customer journey.

"Disney does this brilliantly. They didn’t adopt virtual reality just because it was trendy. They identified a goal—immersive experiences—then used technology to bring that vision to life." – Kate MacCabe

The future of omnichannel strategy

The brands that win in omnichannel will be the ones that:

• Commit to long-term iteration instead of one-time campaigns.
• Break down internal silos for a unified customer journey.
• Use customer insights to guide decisions, not assumptions.
• Leverage technology strategically to enhance—not dictate—the experience.

Are you ready to take your omnichannel strategy to the next level? Start by listening to your customers, aligning your teams, and focusing on seamless, customer-first experiences.

"Businesses that prioritize customer experience over short-term wins will be the ones that stand out in the market," Kate said. "Omnichannel isn’t just a strategy—it’s the future of how brands engage with their customers."

Episode links: 

• Kate on LinkedIn

• Kate's website: Flywheel Strategy

• Anthropologie holiday house (example in interview)

• An event listing for Anthropologie's holiday house

• Omnichannel vs. Multichannel Testing: What’s the Difference? This article explores the distinctions between omnichannel and multichannel testing, emphasizing the importance of continuous testing to ensure a positive user experience.

• What is Omnichannel Testing? This glossary entry defines omnichannel testing and provides examples of activities that span multiple channels or devices, highlighting the importance of a cohesive customer journey.

• How to build a customer experience strategy framework. This piece outlines key components of a customer experience strategy, providing a roadmap for creating seamless and meaningful customer interactions.