With a cross channel business model, your channels are connected. With an omnichannel business model, they are integrated. This is reflected in the fact that information your customers have entered on one channel can be transferred to other channels - both physical and digital. For example, your customer can create a profile on your webshop that will also be available on a mobile device application, which they may also be able to access from a screen in your physical store.
When you integrate your various channels, you only need to maintain data in one place, and that is, in addition to streamlining your time, associated with several benefits. You get more valid data, and you ensure that your customers experience consistency in prices and stock across your channels. That way, your business becomes more reliable, and your customers more loyal.
With an omnichannel business model, you can also offer your customers Click and Collect. With Click and Collect, your customers can order items on your website and get it delivered to your physical store. This does not only mean that you meet your customers' wishes and needs - but you also ensure an opportunity to achieve additional sales. A survey conducted by the e-Commerce portal InternetRetailing shows that around 60-75% of all Click and Collect customers end up putting extra items in the basket when they visit your physical store to pick up a preordered product.
Many retailers have caught sight of the concept of loyalty clubs', where their customers can get discounts, special offers, exclusive content, event invitations, etc. The idea of tying your customers closer to your business is undoubtedly useful, but it requires an integration of your channels and thus presupposes that you implement an omnichannel business model.