7 Omnichannel Marketing Examples from Brands Who’ve Cracked the Code

Omnichannel marketing has a deceptively simple definition: connect every channel a brand uses (email, app, web, social, in-store) so the customer experience feels consistent everywhere they show up. The data follows the customer across channels. The messaging adapts. The result feels personal whether someone’s checking email, opening the app, or walking into a store.

Execution is where it gets hard. Doing omnichannel well takes unified customer data, automation that runs reliably across the business, and AI applied to segmentation, timing, and channel routing.

The nine brands in this article have built that operating model. Their industries, scales, and markets vary, but they share the same habits: connect the data first, automate the journeys second, let AI do the heavy lifting on segmentation and routing. Their results vary too, from Nike Hong Kong’s 110% revenue lift through automation to Love, Bonito’s 3x conversion uplift from product recommendations.

Here’s how each of them got there, and what their playbooks can teach the rest of us.

Nike is one of the most recognizable brands in the world, but in Hong Kong, the team faced a familiar marketing challenge. With a small team and a customer database in the hundreds of thousands, they were sending batch-and-blast emails that lacked relevance, particularly during peak moments like Double 11 (Singles’ Day) and the brand’s 10th Anniversary campaign.

Challenge

Nike Hong Kong needed to scale personalized engagement with a lean team. Without lifecycle tracking, they couldn’t treat customers as individuals or distinguish first-time buyers from inactive or defecting ones. The batch-and-blast approach wasn’t delivering the relevance that high-value campaign moments demanded.

Solution

In partnership with SAP Engagement Cloud, Nike Hong Kong used AI-powered Smart Insight analytics and segmentation to identify where each customer was in the buying cycle, then launched lifecycle programs including Welcome, Birthday, Abandoned Cart, and Browse Abandon. AI determined whether a customer was more likely to convert in-store or online and routed messaging accordingly. The SAP Engagement Cloud Services team also supported the 2024 Double 11 campaign with offer strategy, segmentation, and send frequency recommendations, helping it deliver the highest revenue of any 2024 campaign.

Results

• +110% revenue from automation in the first year
• +32.5% website visits in the first year
• +28% AOV in a 90-day timespan
• +49% open rate in a 90-day timespan
• From 0 to 10 lifecycle campaigns launched

Why it works: Nike Hong Kong shows that lifecycle automation, even in a single market with a lean team, can transform the economics of email and customer engagement. Treating customers as individuals beats blasting them as a list every time.

Read Nike Hong Kong’s full story →

AO is the UK’s most trusted electrical retailer, with a CRM team obsessed with customer satisfaction. Their product range is constantly expanding, as is the content and tooling they produce to help customers choose the right appliances. After four to five years partnering with SAP Engagement Cloud, AO wanted to push beyond price competitiveness and become the UK’s leading choice for electricals through trust, authority, and loyalty.

Challenge

AO faced four interconnected challenges: growing their first-party database, reactivating dormant customers with limited data, keeping content engaging across an enormous product range, and increasing the relevance of every product communication. The bigger goal was to engage both first-time and returning buyers across lengthy appliance purchase cycles, where trust and expertise matter as much as price.

Solution

Working with SAP Engagement Cloud Services, AO built a comprehensive solution anchored in three components. First, a Strategic Data Audit informed a Web Channel sign-up campaign that converted PPC traffic into first-party contacts and welcomed them into the brand. Second, the teams collaborated on Customer Journey Mapping and automation, building omnichannel journeys that delivered the right product, expert advice, and deal at the optimal moment. Third, SAP Engagement Cloud Studio Creative Consultancy worked alongside AO’s creative and CRM teams to rebuild the email template toolbox with interactive capabilities including social proof modules, price range displays, dynamic product features, and progressive profiling, all aligned to the customer’s shopping mission.

Results

• +150% newsletter email engagement (click-to-open)
• +14% opt-in database growth from Web Channel
• 45% of revenue driven by automation
• +12% average order value

Why it works: AO shows how the unsexy work of cleaning up data, rebuilding templates, and mapping journeys produces the biggest results. The biggest omnichannel wins often come from making the channels you already have talk to each other properly.

Read AO’s full story →

CUE Clothing Co. is an Australian-owned leader in retail fashion. The brand had already implemented a unified e-commerce solution before the pandemic, giving them a single view of customers and inventory. But that was just the foundation. CUE had a bolder vision: “Commerce Anywhere,” a strategy designed to bridge the gap between physical and digital retail completely.

Challenge

CUE faced siloed data across channels, inconsistent customer experiences, and the challenge of scaling personalization across both digital and physical touchpoints. To deliver “Commerce Anywhere,” they needed to integrate customer insights across every interaction so engagement converted into sales no matter where the customer started or ended their journey.

Solution

Working with SAP Engagement Cloud, CUE built a hybrid customer experience anchored in three new initiatives: a video-based styling service for personalized one-to-one styling sessions, multichannel wish lists that fed into marketing programs like “Price Drop,” “Back in Stock,” and “New in Stock,” and the ability to sell any product from any location through any touchpoint. The integrated data layer brought together web and mobile app behavior, in-store interactions, sales data, and product data into a single customer view.

Results

• 5-6x increase in average order value
• 21% increase in loyal customers
• 60% of digital and in-store styling sessions convert to sales

Why it works: CUE shows how a clear vision (“Commerce Anywhere”) combined with the right data foundation can turn omnichannel from a buzzword into a measurable revenue driver. Real digital and physical integration makes the handoff between them invisible to the customer.

Read CUE’s full story →

Gibson Brands is an iconic musical instrument manufacturer with a portfolio that includes Gibson, Epiphone, Kramer, Steinberger, and more. Before partnering with SAP Engagement Cloud, Gibson relied heavily on partner sellers like Guitar Center and Sweetwater to drive revenue. They wanted to expand direct-to-consumer capabilities while maintaining their B2B2C relationships, and to engage a customer base ranging from beginners to world-renowned artists.

Challenge

Gibson needed to increase engagement across channels, convert single-channel customers into multi-channel ones, and build stronger relationships with a fan base that spans every level of expertise. With a CRM operation they describe as “fairly basic” before SAP Engagement Cloud, they needed both the data foundation and the persona-driven personalization to make every interaction feel relevant.

Solution

Gibson built an integrated data layer connecting purchase data, web behavior, mobile app activity, and (more recently) in-store visits to the Gibson Garage in Nashville. Working with the SAP Engagement Cloud team, they used pre-built tactics to launch foundational automation journeys personalized to each Gibson persona. Their welcome series builds the relationship from day one, and post-purchase journeys deliver maintenance tips, complementary product recommendations, and content that deepens fan engagement long after the sale.

Results

• 120% email revenue uplift since adopting SAP Engagement Cloud
• 46% of total revenue driven by automation in 2024 (up from 36% in 2023)
• 50% growth in email revenue in the first year
• 2x email engagement
• Two experiential retail sites launched (Nashville and London)

Why it works: Gibson proves that for brands with passionate audiences, omnichannel is about orchestrating content, commerce, and community into one journey. The fan who buys a Les Paul, downloads the app, and visits the Gibson Garage should feel like the same person to the brand at every step.

Read Gibson’s full story →

ALDO Group, with signature brands ALDO, Call It Spring, and GLOBO, has grown from a Canadian footwear company founded in 1972 into a global retailer with more than 1,500 stores in over 100 countries. The brand’s founding vision was to build a different kind of fashion company anchored in respect, integrity, and a deep understanding of the customer, a vision that depends on connecting data across every market and channel.

Challenge

ALDO’s marketing and commerce operations were running separately, which meant customers often saw inconsistent offers depending on whether they were online or in-store. They needed to integrate data from in-store and online interactions, deliver personalized experiences based on real-time inventory and customer behavior, and reduce returns, all while maintaining the fair pricing and service their customers expect.

Solution

ALDO integrated SAP Engagement Cloud with SAP Commerce Cloud and SAP Customer Activity Repository to centralize customer behavior, product, and transaction data into a single source of truth. This enabled real-time, cross-channel personalization based on accurate inventory and browsing history. AI-driven product recommendations now guide shoppers based on availability, location, segmentation, and preferences across digital and physical touchpoints.

Results

• Scalable solution architecture supporting both e-commerce and retail personalization
• Real-time inventory and 360-degree customer view across channels
• Stronger loyalty through more relevant recommendations and triggered campaigns
• Reduced missed opportunities through aligned marketing and operational data

Why it works: ALDO shows that omnichannel for a global, multi-market retailer is as much about operational coordination as technology. Getting dozens of markets to deliver a consistent cross-channel experience is the hard part, and they’re doing it through a connected data foundation that the entire business runs on.

Read ALDO’s full story →

Founded in 1985, City Beach is Australia’s premier lifestyle fashion retailer, with 68 physical stores, a thriving online business serving a global audience, and a database of more than 3 million contacts. With so many returning customers across both digital and physical touchpoints, the brand saw an opportunity to deepen loyalty by connecting the online-to-offline experience and capturing first-party data from every interaction.

Challenge

City Beach needed to connect the online-to-offline shopping experience, increase average order value and purchase frequency from their most devoted customers, and extend their loyalty program into mobile through a third-party shopping app. The challenge was less about building new channels and more about turning existing ones into a single, unified experience that recognized customers wherever they shopped.

Solution

City Beach launched the SAP Engagement Cloud Loyalty Solution alongside their existing email, web, Digital Ads, and SMS orchestration, then added Mobile Wallet to bridge the digital-to-in-store journey. Loyalty program members can add their membership card directly to their mobile wallet and scan it at the POS, which both reduces friction and lets City Beach attribute store purchases back to marketing campaigns. The loyalty solution is also integrated with POS, enabling sales associates to open customer profiles in-store and personalize offers, redemptions, and e-receipts. They also extended the loyalty program into a NewStore-built shopping app with push notifications and granular usage data feeding back into unified customer journeys.

Results

• +10% increase in AOV from loyal shoppers vs non-loyal
• +34% increase in customer purchase frequency
• 35% open rate for loyalty campaigns
• 7.4% conversion rate for loyalty campaigns
• 50% of database converted to loyalty members since launch

Why it works: City Beach shows what omnichannel looks like when loyalty becomes the connective tissue between every channel. Mobile Wallet, POS integration, and a branded app all feed the same customer profile, so the brand recognizes every customer the same way whether they’re shopping online, in-store, or in the app.

Read City Beach’s full story →

Blue Star Group (BSG) is a leader in the lifestyle accessories segment in Latin America, specializing in jewelry, hair accessories, beauty, bags, home, and kids’ accessories. With a growing e-commerce presence complementing physical stores across multiple Latin American markets, BSG had built a strong multi-brand position. But unifying customer profiles across all of those brands and countries was a different challenge entirely.

Challenge

BSG was struggling to unify customer profiles and integrate information across online and physical channels. They lacked visibility into purchase behavior and customer engagement, which made it difficult to deliver consistent experiences across two brands operating in four countries, each with its own market dynamics and audience expectations.

Solution

BSG partnered with SAP Engagement Cloud to implement a comprehensive marketing and omnichannel loyalty strategy. The collaboration started with a deep diagnosis of BSG’s brand and market diversity, then delivered a customized solution that integrated data from physical and digital sources, generated unique customer identifiers, and built multi-regional automated flows. The result was unified customer profiles that enabled consistent recognition regardless of which brand, country, or channel a customer engaged with, while preserving each brand’s distinct identity.

Results

• Unified customer profiles across both brands and all four countries
• Omnichannel consistency between physical stores and digital channels
• Integrated loyalty strategy bridging online and offline experiences
• Deeper strategic insights into customer behavior driving continuous innovation

Why it works: Blue Star Group shows what omnichannel looks like at portfolio scale. Coordinating multiple brands, multiple markets, and a unified data layer is a level of operational maturity few organizations attempt, and BSG’s success rests as much on close cross-team collaboration as on technology.

Read Blue Star Group’s full story →

What is omnichannel marketing?

Omnichannel marketing is the practice of connecting every channel a brand uses (email, app, web, social, SMS, in-store) so the customer experience feels consistent and personal everywhere. Customer data travels with the person between channels, and the messaging adapts based on what they’ve done, where they are, and what they’re likely to need next.

What’s the difference between omnichannel and multichannel marketing?

Multichannel marketing means a brand operates across several channels (email, SMS, social, web), but each one runs largely independently. Omnichannel marketing connects those channels into one experience, so a customer who browses on the app, abandons their cart on the website, and walks into a store gets recognized as the same person at every step. The technical difference is data integration. The practical difference is whether the customer feels like they’re talking to one brand or several.

What are some examples of omnichannel marketing in retail?

This article covers nine of them: Nike Hong Kong, AO, CUE Clothing, Gibson Brands, ALDO Group, Krispy Kreme ANZ, City Beach, Blue Star Group, and Love, Bonito. Common patterns include unified customer data across digital and physical touchpoints, lifecycle automation for welcome and post-purchase journeys, AI-driven product recommendations and channel routing, and integrated loyalty programs that bridge online and offline behavior.

What’s the ROI of omnichannel marketing?

Results vary by category and starting point, but the brands in this article saw significant business impact. Nike Hong Kong increased revenue from automation by 110% in year one. AO drives 45% of total revenue from automated journeys. Gibson Brands saw a 120% email revenue uplift. Love, Bonito reports 3x higher conversion from product recommendations. The pattern: brands that connect their channels effectively see compounding returns from every campaign they run.

How do you start an omnichannel marketing strategy?

Begin with your data. The first step in every successful omnichannel program is connecting customer data from across your channels into a single customer view. Once you can see what each customer is doing everywhere, you can start automating journeys based on real behavior. Most teams begin by linking their two highest-traffic channels (often email and web), launching a welcome program that uses both, and expanding from there. The brands in this article got to omnichannel one journey at a time.

What role does AI play in omnichannel marketing?

AI handles the work that doesn’t scale manually: segmenting customers based on real-time behavior, predicting which channel each person is most likely to convert on, recommending products based on browsing history and inventory, and deciding when to send what message. Nike Hong Kong used AI to identify in-store versus online buyer intent. ALDO uses AI for inventory-aware product recommendations. Love, Bonito used AI to personalize recommendations for online visitors. The brands seeing the biggest results let the data make calls humans used to guess at.