We can see how essential omni-channel is by taking a look at customer behaviour. Customers who
use omni-channel systems, for example, visiting a physical store as well as looking at the website or
a social media channel will be 30 per cent more likely to demonstrate lifetime loyalty to a brand
than those who only make use of one channel. For businesses, it is vital for the channels they offer
to be cohesive. Research from the Aberdeen Group reveals that companies with a cohesive, high-
quality service across all of their touchpoints will retain 89 per cent of their customers, in
comparison to only 33 per cent for companies that are not consistent across platforms.