Designing an Omnichannel Customer Experience That Keeps People Coming Back

In today’s digital-first world, customers don’t want to be marketed to they want to feel understood. They expect your brand to remember who they are, what they like, and how they shop. Whether they're discovering a product on Instagram, opening a discount email, or speaking to a budtender in-store, they expect it all to feel like one ongoing conversation.

That expectation defines the omnichannel customer experience: not just a series of marketing tactics, but a fully connected, emotionally intelligent journey across digital and physical touchpoints. For regulated brands like cannabis retailers and wellness companies, delivering that level of care builds trust, increases retention, and drives long-term loyalty.

What Is Omnichannel Customer Experience?

An omnichannel customer experience is a brand experience that feels unified no matter where or how the customer engages. It goes beyond showing up in multiple places. It ensures that each interaction from online ads to loyalty rewards is connected, personalized, and informed by the customer’s entire journey.

Picture this:

• A customer explores products on your website.
• They receive a tailored email based on their browsing behavior.
• Days later, they visit your store they receive ads tailored to their product preference.
  
• After purchase, the customer gets an SMS with loyalty updates and a personalized upsell offer.
  

That’s not automation. That’s intentional experience design.

Learn the difference between multi-channel and omnichannel strategies to understand why it matters.

Why Omnichannel Experience Is Critical

The shift to digital-first shopping has raised expectations:

• Shoppers want zero-friction journeys
• They expect you to know them across devices, visits, and conversations
• They value consistency more than novelty

According to Salesforce, 88% of customers say the experience a company provides is as important as its products. That number jumps higher for Gen Z and mobile-first consumers.

For cannabis and wellness brands especially, a strong omnichannel experience helps:

• Build trust in high-regulation markets
• Strengthen customer relationships beyond promotions
• Increase Customer Lifetime Value through repeat engagement

How to Build a Human-Centered Omnichannel Experience

Focus on Experience, Not Just Technology

It’s not about which platforms you use. It’s about how customers feel across them.

• Use insights from POS and behavior to anticipate needs
• Personalize by context (e.g., time of day, season, past purchase)
• Make every follow-up feel like a thoughtful response, not a campaign blast

Train Teams on Customer Moments

Your frontline staff is part of the experience, too.

• Empower them to view customer history
• Align digital promos with in-store conversations
• Encourage storytelling and product education based on behavior cues

Honor Consistency and Timing

From social to ads to checkout, the tone, visuals, and offers should feel cohesive.

• Ensure offers don’t contradict each other across channels
• Use behavioral ad targeting to keep messaging in sync

Tip: Audit your full customer journey for mismatched tones, tech drop-offs, or missed moments.

Metrics That Reflect Experience

Don't just measure clicks—track feelings and behaviors that show loyalty:

• Repeat purchase rate
• Opt-in rates for SMS/email from in-store customers
• NPS after in-store visits
• Engagement across 3+ channels within a 30-day window

With tools like Google Analytics 4, you can also:

• Measure funnel abandonment points
• Attribute lifetime value to multiple touchpoints
• Connect mobile app and web usage to purchase history

When customers feel seen, supported, and understood, they come back.

The most successful cannabis and wellness brands are no longer just marketing. They’re curating a feeling of trust and consistency—powered by a well-designed omnichannel customer experience. You don’t need a massive team or budget to make this work. You need the right moments, connected systems, and a strategy rooted in how customers live and shop today. Want to deliver experiences that create real connection and drive long-term revenue? Start with our Omnichannel Marketing Platform today.

Omnichannel Customer Experience FAQ