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How to Create Meaningful Omni-channel Experiences: 5 Examples of Brands Getting It Right

Worldwide smartphone users are expected to total 1.75 billion this year (eMarketer), with 56% of US adults boasting smartphone ownership (Pew). At this point, mobile-friendly sites are hardly just a perk or pleasant surprise – they’re a status quo expectation – yet many brands’ concept of “omni-channel” is still restricted to “responsive design.”

The ever expanding list of social platforms, communication mediums and connected devices presents a huge opportunity for businesses not to just replicate user experiences across channels, but to reach consumers in a variety of new and engaging ways. Today’s leading brands are taking this a step further by connecting these cross-channel experiences in a way that builds customer relationships and lifetime value.

Here are 5 examples of brands creating omni-channel experiences with purpose and effective outcome.

24 Hour Fitness

24 Hour Fitness created an online and in-club customer referral program that enables existing members to share a free 3-day gym pass directly with their social networks. Referees receive guest passes and additional information and promotions via email, while 24 Hour Fitness rewards top referrers by sending them personalized gift packages, effectively uniting social, email and real-world mediums.

The Effect: A significant increase in consumer trust and acquisition via member referrals, as well as a bump in customer loyalty and lifetime value.


Video game giant Capcom promoted the relaunch of its Devil May Cry (DmC) franchise with an exclusive mobile app featuring gamification challenges that spanned both virtual and real-world channels. After logging in socially to the DmC app, users could participate in missions to scan various real-world objects, posted on the DmC website each week. Participants that completed the assigned missions scored virtual points, which could be redeemed inside the video game.

The Effect: A 500% increase in unique visits to the Devil May Cry mobile app by highly engaged users that logged in an average of over 6 times. These loyal users translated into over $1 million in game sales in the month following the app’s launch.

White Castle

Users can login to White Castle’s Craver Nation network using their social identities to start posting their best White Castle related photos and videos via desktop, mobile, or directly from Facebook. Cravers can earn badges and points for participating in and winning various real-world challenges, like cook offs and costume contests. Challenge submission photos are voted on by other Cravers, and can be seamlessly shared across Twitter, Facebook, Google+ and Pinterest.

The Effect: An interactive community that keeps Cravers coming back for more by putting the White Castle brand at the center of real-life activities and building personal relationships on-the-go, in real-time.

Victoria’s Secret

Victoria’s Secret Angel Card rewards program enables shoppers to share and earn points by shopping both in-store and online. Members receive personalized email alerts regarding special offers and promotions, get free gifts and birthday presents, and gain access to special events and exclusive discounts. Card holders also receive extra rewards for connecting their social profiles to their accounts.

The Effect: A personalized customer experience that recognizes and fosters brand advocacy while driving repeat purchases.


By connecting mobile, social and in-air – that’s right, in-air – experiences, KLM Royal Dutch Airlines has built a totally unique omni-channel journey for flyers. When users login to the Meet and Seat mobile app using their existing social network identities, they are able to see the social details and seating assignments of other participating passengers on their flight. From there, they are able to select a seat next to the passenger with the most intriguing social profile.

The Effect: A totally social, memorable flying experience that not only makes KLM stand out, but fosters a connected community of flyers that choose to get on board time and again.

Each of these examples showcases the power of omni-channel experiences to create an end-to-end customer journey that drives customer acquisition, engagement and retention across touchpoints. Are you ready to go beyond responsive design? For more information on how to create meaningful omni-channel user experiences, download our free white paper, 3 Ways to Create an Effective Omni-channel Strategy.

By Rachel Serpa

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