"Omnichannel isn’t just about being everywhere; it’s about creating seamless bridges between every touchpoint a customer interacts with." – Kate MacCabe

In today’s digital world, customers expect a seamless experience—whether they’re shopping online, browsing in-store, or engaging on social media. But many brands still struggle to connect these interactions into a true omnichannel strategy. Instead, they end up with a multichannel approach, where each channel operates in isolation.

So, how can brands evolve and deliver a truly cohesive customer experience? That’s exactly what we explored in a recent episode of Insights Unlocked with Kate MacCabe, founder of Flywheel Strategy. With nearly two decades of experience in digital strategy and product management, Kate shared expert insights on bridging internal silos, leveraging customer insights, and creating omnichannel experiences that drive engagement and loyalty.

The difference between multichannel and omnichannel

Many companies believe they have an omnichannel strategy—but in reality, they’re still stuck in a multichannel mindset. What’s the difference?

• Multichannel means being present on multiple platforms (e.g., website, social media, retail stores), but these channels operate independently.
• Omnichannel connects these channels to create a unified experience, where customers can move seamlessly between them.

Kate highlighted how brands often confuse the two:

"Companies think they’re omnichannel just because they’re in different marketplaces. But if those teams aren’t roadmapping together or creating strategic initiatives that tie everything together, they’re still just multichannel."

A fragmented experience can lead to frustrated customers. If a shopper adds an item to their online cart but doesn’t see it reflected in the mobile app or store, they may abandon their purchase. An effective omnichannel strategy ensures every touchpoint feels connected, intuitive, and customer-centric.

A real-world example: Anthropologie’s omnichannel success

Kate shared a standout example of a brand successfully implementing omnichannel strategy: Anthropologie’s 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. It was the perfect example of how an omnichannel experience should feel—seamless, engaging, and natural." – Kate MacCabe

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. The first few years were trial and error. They learned from past experiences and refined the approach over time." – Kate MacCabe

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. 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:

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

Final thoughts: 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.

As Kate put it best:

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

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.