Top 10 omnichannel brands to follow in 2024

Top 10 omnichannel brands to follow in 2024

Cathy Carpetta

Cathy Carpetta

May 31, 2024

A Harvard Business Review study found that 73% of customers prefer to shop across multiple channels, blurring the lines between online and physical experiences.

A seamless customer experience across all channels is no longer a choice, it's a necessity.  

The following 10 brands are shining examples of omnichannel retail, delivering memorable shopping experiences for their clients, no matter how they choose to shop.  

We'll dive into what makes them successful and how they reimagine the retail landscape in 2024! 

1. Sephora

Sephora seamlessly integrates its physical and digital experiences. 

In-store shoppers can scan products for reviews and tutorials using the Sephora app, while online shoppers can book consultations with beauty advisors.


Sephora continues to innovate with its Virtual Artist tool, which allows users to try on makeup virtually using augmented reality.

From AR makeup trials to interactive workshops, they use tech to make your beauty journey fun and engaging.

Source: The Verge

Why it works
Sephora seamlessly blends online and in-store experiences with tutorials, consultations, and virtual makeup trials, catering to tech-savvy customers.

2. Nike 

Nike is a leader in omnichannel retail, offering a personalised shopping experience across all its channels. Their omnichannel strategy seamlessly blends innovation with data. 

The Nike app offers more than loyalty points. It also allows customers to reserve in-store items, track orders, and access exclusive member benefits. 

It learns your preferences and curates a newsfeed with relevant product launches, training tips, and early access. 

NikePlus members are three times more valuable than anonymous buyers.

The app serves as the gateway to a whole ecosystem of Nike apps, keeping you running, training, and collecting with Nike+ Run Club, Nike+ Training Club, and Nike+ SNKRS.

Nike's physical stores are transforming into interactive playgrounds.

Imagine "Trial Zones" with basketball courts that collect data on your game. 

These often cater to local communities, with basketball courts in New York City and soccer training areas in Los Angeles.

Paired with your NikePlus profile, this personalised in-store recommendations and future product development.

Nike prioritises its stores for exclusive releases but strategically utilises platforms like Amazon to reach a wider audience.

Source: Modern Retail

Why it works 
Nike's secret sauce? Personalisation at every step with a data-driven app offering exclusive content and targeted recommendations. It creates a seamless experience across all channels, from their app to physical stores.

3. Warby Parker

Warby Parker is a leading online eyewear retailer that has expanded into physical stores.  

Warby Parker burst onto the scene with a bold mission: to shake up the traditional, expensive world of eyeglasses. 

They recognised that some customers crave physical touch and the ability to try on frames before they buy.

Enter their innovative "Home Try-On" program—a seamless solution that allows customers to test-drive different styles in the comfort of their own homes.

This dedication to a smooth customer journey didn't stop there. 

Warby Parker strategically transitioned to a true omnichannel experience, opening inviting brick-and-mortar stores with friendly and certified opticians. 

In-person eye exams at their stores make it even easier to get the perfect prescription and find the ideal frame that complements your style.

Warby Parker's commitment extends beyond its customers. 

Their impactful "Buy a Pair, Give a Pair" program ensures that with every purchase, someone in need also receives a pair of glasses. 

This social good initiative resonates deeply with customers who value giving back.

Source: Warby Parker

Why it works
Warby Parker bridges the online and offline worlds with their "Home Try-On" program and inviting stores with expert opticians. Their impactful social good program resonates with customers who value giving back.

4. Patagonia 

Patagonia is a sustainable outdoor apparel company that excels at omnichannel retail. 

They offer free product repairs, a robust online marketplace for used gear, and in-store workshops on outdoor skills. 

Patagonia seamlessly integrates its physical and digital experiences. 

Imagine browsing their website – detailed descriptions, user reviews, and high-quality photos empower informed decisions. 

Real-time inventory lets you check store stock, and the website seamlessly integrates a store locator to guide you to the nearest Patagonia with the specific gear you seek.

Step inside a Patagonia store, and you'll be greeted by a vibrant atmosphere. Exposed wood and stone create a welcoming vibe, mirroring the beauty of nature. 

A knowledgeable and outdoors enthusiast staff is eager to welcome and recommend products to shoppers.

You can even recycle old clothes in-store, reducing waste for a more sustainable future!

Why it works
Patagonia empowers online shoppers with detailed info and in-store customers with knowledgeable staff. Their commitment to sustainability shines through all channels, building brand loyalty.

5. Apple

Apple is a pioneer in omnichannel retail, offering a seamless experience across its stores, website, and mobile app.

Gone are the days when "Apple Store" meant a place just to buy an iPhone. 

The company has even removed "Store" from its names, a subtle shift emphasising its focus on experience. 

Staff, expertly trained in the "APPLE" approach (Approach, Probe, Present, Listen, End), ensure every customer feels seen and understood.  

Do you need help with your camera? Creative Pros are on hand to unlock the potential of your iPhone. 

Are you struggling with a software issue? The Genius Grove (the evolution of the Genius Bar) awaits, staffed with experts ready to troubleshoot.

However, Apple's vision extends beyond individual interactions. These stores are community cornerstones. 

Boardrooms host budding entrepreneurs, while "Hour of Code" workshops ignite young minds with the thrill of programming. 

"Teacher Tuesdays" empower educators to integrate technology seamlessly into classrooms.

Their online store reflects the same philosophy as their welcoming brick-and-mortar stores.

Apple bridges the gap by offering "Shop with a Specialist over Video." Also, clicking the "Apple Specialist" module instantly connects you with a chat for expert advice.

"Today at Apple at Home" classes bring the energy and expertise of Creative Pros directly to your living room. 

Source: Apple

Why it works 
Building relationships is key for Apple. Expert staff, engaging events, and consultations foster community while seamless online and in-store experiences with real-time inventory remove buying hurdles.

6. Jonak 

Jonak is a French shoe retailer that has a solid omnichannel presence. 

They offer online tutorials on shoe care, a loyalty program accessible through their app, and the ability to book appointments for personalised styling sessions in-store.

Jonak, a French shoe brand, has grown significantly through its successful omnichannel retail strategy. 

Jonak has continuously adapted to changing customer preferences. They started from a single Parisian boutique and are now a global brand with over 90 points of sale.

They've embraced online retail with a user-friendly website and strong social media presence.

They've created a cohesive experience across online and physical touchpoints.  In-store stylists use tablets to assist customers, and digital kiosks showcase the latest collections. 

Their website offers a blog and lookbook for easy browsing and product discovery.

Jonak has been an early adopter of digital tools. They launched their e-commerce website in 2013; in 2023, nearly 50% of their sales now come from online channels.

Despite the digital focus, Jonak prioritises the in-store experience. Their boutiques resemble Parisian flats, creating a welcoming atmosphere.  

They leverage direct communication channels like WhatsApp to connect with customers.

Jonak's omnichannel strategy caters to the modern consumer who seamlessly switches between online and physical touch points throughout their shopping journey. 

This successful blend of digital innovation and a focus on the physical in-store experience has positioned Jonak as a leader in the footwear market.

Why it works
Jonak creates a loyal following with engaging lookbooks and bookable personalised styling sessions. Their user-friendly website, digital kiosks and tech-equipped stores make shopping a breeze.

7. Fenty Beauty

Rihanna's Fenty Beauty didn’t just slay the beauty game with its inclusive shades.

She’s also mastered omnichannel retail by partnering with beauty giants like Sephora and Ulta Beauty. 

This expands their reach, puts products in familiar, trusted spaces for their target audience, and lets customers experiment with "Fenty Snackz", their kit, or similar trial sizes before committing. 

By integrating with these retailers' loyalty programs, Fenty Beauty incentivises repeat purchases! 

Their website offers shade-matching tools and engaging content, while stores provide welcoming beauty bars with diverse staff and interactive displays. 

Source: Epic Shade Matching Pop-up

Why it works
Fenty Beauty expands its reach and allows product experimentation through partnerships with beauty giants. Their website offers shade-matching tools, while stores provide a welcoming experience with diverse staff.

8. Uniqlo

Uniqlo is a Japanese clothing retailer that offers a variety of basic and functional clothing items.  

Their online and physical stores follow the same principle: a clean layout and user-friendly interface feel as organised and calming as their actual stores.

Uniqlo also takes the frustration out of stock, offering real-time inventory online and in-store. No more heartbreak over a missing article; you'll know exactly what's waiting for you.

But Uniqlo understands the desire to see clothes before you buy. That's why they offer "Click-and-Collect," letting you reserve items online and pick them up at a nearby store. 

It's the perfect blend of online browsing convenience and the satisfaction of holding your new LifeWear pieces before they become wardrobe staples. 

Uniqlo even sweetens the deal with its mobile app, which features barcode scanning for product details on the go, store locators, and exclusive app-only promotions.

By seamlessly connecting their online and in-store experiences, Uniqlo caters to the modern shopper who might browse online for inspiration and then head to a store, or vice versa. 

This integrated approach ensures a smooth and convenient shopping journey, no matter where you decide to make that final purchase.

Source: Fastretailing

Why it works
Uniqlo offers a stress-free online experience with real-time inventory and a "Click-and-Collect" option. Their mobile app with barcode scanning and store locators caters to the modern shopper.

9. Gymshark

Gymshark is a fitness apparel brand that has a large social media following. 

They started as a direct-to-consumer online retailer, experiencing explosive growth for a decade. 

They've taken a bold step into the physical world with their impressive London flagship store, which opened in 2022. 

This innovative space isn't just about selling clothes, it's about creating a vibrant Gymshark community hub.

The flagship store is a testament to Gymshark's commitment to omnichannel retail.

You can find adjustable screens and mobile point-of-sale systems that create a modern and interactive shopping experience.

The Hub is a dedicated space where members can record podcasts, host events, and collaborate. This fosters a sense of community and generates digital content that extends the store's reach beyond its walls.

The Sweat Room is an on-site fitness studio allowing customers to test and experience Gymshark apparel.

By seamlessly integrating their online and in-store experiences, Gymshark caters to the modern shopper. 

Why it works
Gymshark's impressive London store is the best representation of creating a community hub that matches your brand identity and customer needs. It is packed with interactive experiences and an on-site fitness studio seamlessly integrated with its online presence.

10. LazyOaf

Lazy Oaf is a British clothing brand known for its quirky and colourful designs.  

Lazy Oaf goes beyond just selling clothes online. They've mastered the art of creating a cohesive and playful shopping experience across all physical and digital touchpoints. 

Their London flagship isn't just a store, it features art installations and live music events that embody the brand's spirit. 

It becomes an immersive brand experience, fostering community and loyalty.

It stopped selling at retailers and focused on selling only on its website and flagship store. 

Features like in-store availability checks via the app and pickup/return options bridge the online and offline experience.

Why it works
Lazy Oaf's London flagship is an immersive brand experience with art installations and live music carefully curated to match the company's brand identity. Features like in-store availability checks bridge the online and offline experience.

As you can see, omnichannel retail is no longer a passing trend, it's the future. 

These 10 brands are just a glimpse into the innovative ways companies are creating a more connected and satisfying shopping experience. 

The possibilities seem endless, from Sephora's AR makeup trials to Gymshark's interactive flagship store.

So, what's next for omnichannel retail? Will virtual reality play a bigger role? How can artificial intelligence further personalise the shopping journey?  

One thing's for sure: the future of shopping is all about creating a seamless and engaging experience for the customer, no matter where they are or how they choose to shop.

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