Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Executive Report - By Thomas Baekdal - December 2013

Omni-Channel Can Be Useful, But Nobody Gets It

Omni-channel is a highly talked about concept within traditional industries, especially now that the world is transforming how we do business. In theory, they are absolutely wonderful. But in practice, almost nobody gets it and people are killing their businesses instead.

So let's dig into the world of the omni-channel concept and see if we can spot the problem and the solution.

What the heck is omni-channel?

Omni-channel is when you give people a frictionless customer experience, across all your channels, regardless of whether that is bricks-and-mortar, ecommerce, catalogs, or digital channels.

In other words, omni-channel is what we in the digital world call 'multi-channel', and we all know how important that is, right? But while multi-channel is mostly about marketing and exposure, omni-channel is more about the actual sale, the retail elements, inventory management and delivery options.

But the concept is the same between multi-channel and omni-channel. You want to maximize what you have to offer across all your channels, while at the same time making sure that people have as seamless experience from one channel to the next.

This 13 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


Strategy guide: On-demand vs time-based moments, and how they define publishers


Guide: How to set up and structure a dynamic paywall


The Audience Relevance Model - Complete overview and guide


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels