Skip to Main Content

Aug 4, 2023 | 4 minute read

How Mobile Apps are Creating a Better Omnichannel Customer Experience

written by Elastic Path

One of the biggest challenges for brands today is creating a seamless buying experience across all touchpoints – from mobile apps to in-store purchases. Omnichannel experience marketing is all about giving your customers a seamless experience and consistent brand feel across all channels. Just having a website or an app isn’t enough. Brands must use the latest trends and tools to engage with customers naturally on all channels to remain competitive.

Mobile apps, in particular, have been helpful in connecting online and offline sales channels. In this blog, we’ll explore how mobile apps are changing the omnichannel customer experience regarding eCommerce. In addition, we'll talk about the advantages of mobile apps and how they will likely contribute to the future of marketing.

The Importance of Mobile Apps for Omnichannel Customer Experience

Mobile apps are essential for a frictionless customer experience in today’s digital environment. People are using their phones all the time, so they expect to be able to search, buy, and check out from anywhere. Mobile apps give customers a convenient and personalized experience, letting them quickly find what they want, buy it, and track their orders. Plus, mobile apps give businesses data about what customers like and don't like so that they can improve their offerings.

With the convenience of mobile devices, customers expect to have access to everything they need from their smartphones, making mobile apps an essential tool for businesses to stay competitive in the market.

What are the Advantages of Using Mobile Apps for Omnichannel Customer Experience?

Mobile apps offer several advantages for businesses that want to enhance their omnichannel retail experience. Let's look at some of the benefits of using mobile apps in this context and how they can help businesses build stronger customer relationships. 

Seamless Integration Across All Channels

With a mobile app, customers can easily access and interact with your brand across multiple channels, such as social media, email, and SMS. This means that your brand can provide a consistent and cohesive experience to customers.

An example of this is when a customer can browse products online, add them to their cart, and then complete the purchase through the mobile app. Also, on a mobile app, a customer can easily make appointments, track orders, and receive notifications.

Personalized and Targeted Marketing Campaign

Mobile apps allow businesses to offer robust personalization and targeted marketing campaigns, which can significantly improve the omnichannel customer experience. Mobile apps can track customer behavior, preferences, and location, enabling businesses to send targeted offers and messages relevant to customers' needs and interests.

For example, a clothing store app can look at what someone's bought before and suggest new products they might like. A food delivery app can also do the same thing, using a customer’s past orders to recommend new restaurants and cuisine.

Real-Time Communication and Feedback

Mobile apps allow customers to give real-time feedback to businesses and improve their experiences. This feedback helps brands tweak their products and services and improve customer service. Plus, chatting in real-time through mobile apps lets brands respond to concerns and resolve the problem encountered quickly.

Some companies use mobile apps to provide chat support, real-time social media monitoring, and real-time email responses. The Starbucks app, for example, has become a well-known “essential” that allows customers to order ahead of time and pick up their food and drinks at a designated spot. It even gives real-time updates on their orders and enables them to provide feedback on their experience.

Convenience and Accessibility

Mobile apps are also handy for customers who want to access a company's products, services, or content anytime and anywhere. It's easy to shop, browse, and buy with just a few taps on their smartphone or tablet. So, whether chilling at home or on-the-go, customers can experience and enjoy an omnichannel experience with mobile apps.

Examples of Successful Omnichannel Strategies with Mobile Apps


Target's mobile app allows customers to do everything from browsing products to making purchases and providing access to in-store coupons and promotions. The app also includes features like a barcode scanner, allowing customers to compare prices and access product information quickly.


Sephora's mobile app enhances the in-store shopping experience by allowing customers to scan products in-store and access reviews, ratings, and additional information. The app also features a virtual try-on feature, allowing customers to see how products will look on their skin before making a purchase.


The Nike app allows customers to purchase products online and offers in-store pickup and personalized recommendations based on their interests and shopping behavior. The app also integrates with Nike's loyalty program, giving customers access to exclusive content and rewards.

The Future of Omnichannel Customer Experience with Mobile Apps

The future of omnichannel customer experience will involve mobile apps. As smartphone use increases, companies now leverage mobile apps to provide a seamless and personalized customer experience across multiple channels. By integrating various digital touchpoints such as social media, online stores, and physical stores, companies can provide a consistent and cohesive brand experience to their customers.

Also, using new technologies such as augmented reality and chatbots can further enhance customer experience. Mobile apps will remain a critical element of any future omnichannel strategy. To learn more about how omnichannel customer experience works with mobile apps, get in touch with us today!