Omnichannel distribution is an evolution of multi-channel, i.e. it is no longer about offering different routes to purchase for your customers, but about connecting these channels together to give your customers a seamless journey, from click, to call, to purchase.
In order to provide this seamless journey online retailers need to think more about the experience they are providing, which means thinking in a customer-centric way (i.e. ‘How does the customer want to interact with me?’) rather than projecting our own marketing objectives (i.e. ‘How do I want you to interact with me?’).