# Omnichannel

> One customer experience across store, website, app and marketplace, with stock, price, order and customer data held as one rather than as separate businesses that happen to share a logo.

Source: https://barkingcat.ai/terms-of-trade/omnichannel/

## Terms of Trade · Edition 2: The trading pack

Definition

One customer experience across store, website, app and marketplace, with stock, price, order and customer data held as one rather than as separate businesses that happen to share a logo. Properly done, the customer can buy anywhere, collect anywhere and return anywhere, and the business can see it as one sale.

Field note

Omnichannel is the 2010s buzzword that anyone who had a website and a store claimed to be, while studiously ignoring what was happening in either.

Board question

Can a customer return an online order in a store today, and does the store manager’s bonus go up or down when they do?

Applied through

[Channel Coherence](https://barkingcat.ai/the-cats-whiskers/channel-coherence/) in the Cat’s Whiskers, one customer experience rather than competing internal businesses.

Related terms
- [Marketplace](https://barkingcat.ai/terms-of-trade/marketplace/)
- [Channel resilience](https://barkingcat.ai/the-cats-whiskers/channel-resilience/)
- [Cost to serve](https://barkingcat.ai/terms-of-trade/cost-to-serve/)
- [Conversion rate](https://barkingcat.ai/terms-of-trade/conversion-rate/)

## Contact

steve@barkingcat.ai

Barking Cat Advisory Limited. Registered in England and Wales, company number 17338003.