The Shocking Importance of Multichannel Consistency in Customer Experiences

woman sitting with shocked look

As technology continues to play an important role in the way we interact with brands, we do so across multiple devices through many selling channels, including their social media pages and profiles, websites, and mobile applications.

Because of this, customers expect to have a smooth transition between these to peruse and purchase from each. Here’s why consistency is an essential part of that transition.

It increases user efficiency

Woman using laptop to work on her business.

Though different selling channels may have different capabilities, core functionality should be present on each. When features are consistent across channels, customers can complete tasks effortlessly on any channel of their choice.

There are times when customers switch devices and channels out of convenience. Continuing their customer experience consistently throughout creates a pleasant and unified experience. Without seamless transitions between these devices and channels, marketing messages, accessibility, functionality, customer data, and brand identity gets disjointed. The resulting disorder causes customers confusion, frustration, and trepidation to purchase from those who don’t implement consistency between all touchpoints.

The lesson learned? Don’t silo your channels. Instead, make them work together with integrations. Customers don’t want to create a new profile for each channel. Instead, each channel should provide access to their data. Should they have to switch devices or channels, they’ll still come to expect that they can find their carts, their store credits, their shipping address, their payment methods, etc.

It fosters learnability & ease

Smiling woman using both mobile phone and laptop

Consistent experiences are more learnable for users who have interacted with your brand on various other channels. Customers need to understand how to navigate through your store and complete common tasks without any friction. Take out the guesswork, and you’ll take out the friction.

It builds familiarity and confidence in user experience

Smiling woman holding a smartphone an a tablet

The more exposure a customer has to a consistent experience, the more they’ll come to expect it for future interactions. Thus, features should be easily accessible and uncomplicated across each channel. The more exposure a customer has to effortless navigation and function, the quicker they can learn and build confidence in their user experience.

It builds trust

A handshake symbolizing trust between retailers and their customers

Building trust is an integral step in the process of moving your leads from not knowing who you are to eventually buying from you. When customers come to know your store, they’ll base their expectations on what you’ve established as the norm. If the norm is an effortless, fun shopping experience, they’ll come to trust your brand to deliver that.

The Takeaway

With multichannel retailing, every selling channel should be an extension of your store. Unify them to create a consistency that results in smooth transitions for ease of use, familiarity, efficiency, and trust building. Customers can come to expect an enjoyable and flawless shopping experience while you can come to expect improved sales, engagement, and customer retention rates. Now that’s a win-win.


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