Building a true omnichannel strategy

Omnichannel as a concept has been around for well over a decade.1 It could simply be dismissed as a buzzword. But the reason it’s such an enduring buzzword is because it’s still what marketers want. That is, to give customers a seamless, enjoyable experience across all channels. And to combine and analyze that data to generate richer insights and deliver even more engaging experiences. In this way, omnichannel helps with customer acquisition, retention, and lifetime value, and enables brands to respond quickly to new trends. 

It’s a concept that the consumer is at the center of, but not necessarily aware of. As they skip between platforms and devices, an omnichannel experience reduces friction rather than calls attention to itself.

Some marketers today believe they deliver omnichannel, simply because they run campaigns on different platforms simultaneously. To us, that’s multichannel. It’s not true, breakthrough omnichannel. At Theorem, we see real omnichannel as integrating siloed data from different channels so it can influence the end-to-end experience. The shopper’s actions at one touchpoint should influence all future interactions on other channels in real time.

As noted in a previous blog, consumer media consumption is more diversified and fragmented than ever before in 2023. New channels (streaming services, IoT devices, podcasts) are added to the old (TV, in store, ecommerce site), creating an omnichannel marketing landscape that’s brimming with possibilities.

With so many channels, where do you start?

When you’re across many channels, there’s no obvious place to start. So, depending on your role, we’d recommend starting in one of two places. If you’re a marketer (or, if you’re not technical), the place to start is with your customers. Map out their journey, see which platforms they’re using, see where they’re engaging, where they’re dropping off, and how you can help lead them to purchase. And audit the consistency of your brand on this journey. Do your communications maintain a similar look, feel, and tone so that customers trust and enjoy interacting with your company?

For engineers, the starting point is your data. Often this means your CRM (customer relationship management) platform, as so much customer data is stored here. How can you start integrating data from siloed platforms? Do you know where and how it’s all stored? For both roles, reporting is really important, too. Before you start investing in omnichannel, do you have a way of measuring the impact of your efforts? Will you know what’s working and what isn’t?

Finding the way forward

Most brands are still using siloed data in a multi-channel strategy. Pulling web/social/commerce/search/mobile data from one place, to build customer profiles somewhere else, then pulling those over to an email provider, etc. For breakthrough omnichannel, all this data must be integrated and able to improve the customer experience in real time. The value is in the connection of the data.

Over the years at Theorem, we’ve created omnichannel strategies for many brands in different sectors, so we’ve the experience to build bespoke, reliable strategies for you too. After a robust end-to-end audit across your entire digital ecosystem, which reveals which channels/technology/integrations are a priority, we create a strategy and tactics which you can either take and do in-house, or we can execute it for you.

Delivering a breakthrough omnichannel experience will help you stand out from the competition. But it’s not simple. You’ll need a technical partner that can help you orchestrate and operationalize omnichannel. 

Ready for a breakthrough omnichannel strategy? Future-ready your business with the support of our experienced experts.

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    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.


              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at

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