Cur­rently, at least 90 per­cent of peo­ple use mul­ti­ple screens in an aver­age day.  Because we tend to fre­quently switch between our desk­tops, tablets, and phones, wouldn’t it be great if our data and expe­ri­ences were in sync across all of our screens and devices?

Although dif­fer­en­ti­at­ing your brand from com­peti­tors’ based on price is chal­leng­ing, brands can stand out by build­ing a uni­fy­ing Web, mobile, and in-store experience—personalized to each and every cus­tomer. This experience-driven approach appeals to cus­tomer habits and timelines.

Engage­ment can hap­pen any­where, regard­less of the customer’s activ­ity or loca­tion. Pro­vid­ing com­pelling expe­ri­ences at the right time and place is cru­cial to cap­tur­ing the customer’s undi­vided atten­tion and clos­ing the sale.

Con­sider the fol­low­ing scenario:

An avid shop­per lounges on her liv­ing room sofa with her iPad, brows­ing new out­fits in her favorite online store.  On the store’s home­page, the shop­per watches an enter­tain­ing video about must-have fall looks. While the video is play­ing, she taps once on each of her favorite out­fits in the video to read prod­uct reviews. Then, she taps on each out­fit again to read the prod­uct details and view larger, more refined pho­tos. Upon click­ing, she adds the items to her cart.

Excited about the new fall col­lec­tion, the shop­per pins her favorite out­fits on Pin­ter­est. Her friends and fam­ily view her pin­ning activ­ity on their Face­book news­feeds and click on the thumb­nails to explore larger images of the collection.

Her phone rings. It’s her friend invit­ing her to go shop­ping. Arriv­ing at the mall, the shop­per and her friend zip off to her favorite online store’s offline coun­ter­part. She asks the in-store asso­ciate to find the out­fits she adored in the video and, while wait­ing, wan­ders around the store and into the shoe department.

Find­ing a pair of boots she loves, the shop­per uses her smart­phone to scan the QR code on the tag. Once her smart­phone detects her cur­rent loca­tion, it shows her a prod­uct detail page for the boots, cater­ing to both her smart­phone screen size and her in-store location.

The asso­ciate returns with the out­fits and sets up a fit­ting room. Double-checking, the asso­ciate asks for her pant size. Through a Face­book sign-in on the store’s mobile site, the shop­per retrieves her cus­tomer pro­file to find her saved cloth­ing sizes and order his­tory.  “Yes, thank you, you got the right sizes!” she proclaims.

At check­out, the point-of sale (POS) sys­tem auto­mat­i­cally detects the shopper’s phone and brings up her pur­chas­ing his­tory on the screen. The sys­tem also alerts the sales asso­ciate that the shop­per just scanned boots in the store and that she’s earned a loy­alty reward. The asso­ciate con­grat­u­lates the shop­per on earn­ing a dis­count that could be applied to the boots. Elated by the news, the shop­per can­not resist adding the boots to her purchase.

The sce­nario depicted in the video is just one of many pos­si­ble cus­tomer jour­neys across mul­ti­ple screens. Through these omnichan­nel expe­ri­ences, cus­tomers can dis­cover and shop their way and on their own time.