Omnichannel is about true continuity of your experience. But what’s key is that it extends beyond a single brand’s universe. Being omniscient is perceiving and understanding all things. And the best way for a customer to perceive everything is to allow them to own their data and experience, then give them the ability to use it to guide creation and context of every future experience.
All experiences offline and online should allow an individual to identify themselves and present a brand with the opportunity to access their preferences.