Omni channel retail is the use of numerous sales channels to give customers a smooth shopping experience whether they are making purchases online from a personal computer or mobile device, over the phone, or in a physical store.

With an omnichannel strategy, communication, advertising, and supply channels are all integrated.

In the same way that a customer service agent on the phone or in a web chat can instantly refer to a customer's prior purchases and preferences, a customer service professional interacting with a customer in-person can do the same. Another option is for a customer to view the store's inventory on the corporate website using a personal computer, purchase the item later using a smartphone or tablet, and pick it up at a designated location.