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Flanke 7 GmbH: Jamstack Websites + Performance Marketing

Imagine this – you walk into a store and immediately find exactly what you need without any hassle. The service is excellent, you receive friendly advice, and you leave satisfied. Later, at home, the brand's website suggests the perfect accessories for the gadget you just bought. Somehow, the website feels just as welcoming and consistent with your in-store experience. Sounds perfect, right?

What seems so perfect and seamless is actually the result of a significant amount of work, leveraging the "magic" of omnichannel marketing: providing a consistent experience across all channels. Let’s dive into what this is all about.

Directly translated, it means "all channels," though it is primarily used as an established English term.
Omnichannel refers to a strategy where all available communication and sales channels are seamlessly interconnected to provide customers with a unified and consistent brand experience. An omnichannel marketing strategy ensures that customers, regardless of the channel they use—whether online, offline, mobile, or through social media—have an integrated and coherent interaction with a brand, ultimately leading to higher customer satisfaction and loyalty.

In other words, no matter where the customer interacts with a brand, the experiences must align, and the brand’s representation must be consistent across all channels.

Why is an Omnichannel Marketing Strategy a Good Idea?

Good question—what benefits does a company gain from such an approach? It certainly sounds like a strategy that requires considerable effort—so what’s the payoff?

Campaigns can be optimized through targeted opportunities, as you learn about the customer not just from one channel but from multiple data sources.
Customer satisfaction can be increased as the customer experience becomes more personalized, and there’s a higher chance of conversions achieved through the integration of all channels. Additionally, streamlined processes lead to an increase in completed purchases, and acquiring new customers is supported by interactions on social media and similar platforms. In the long term, this can positively impact revenue.

As we can see, there are many benefits that can be achieved through a consistent approach.

The seamless and quick transition between different channels offers customers greater flexibility and convenience, which are among the most important needs today.
The fact is that purchasing behavior has significantly changed in recent years, with the pandemic playing a decisive role. Alongside shopping in physical stores, online shopping has long become a fixed part of everyday life for many people. More and more customers use their smartphones, whether for mobile shopping or cashless payments. To remain future-proof, companies must therefore adopt omnichannel strategies. Many organizations and brands, particularly in e-commerce, are already implementing this successfully. For example, around 70 percent of retail executives in Germany report offering "in-store orders," where orders are placed on-site with subsequent home delivery.

The implementation of omnichannel processes sounds great but is more challenging in practice than one might think. So, first things first: establish the framework before you start. The company culture and the channels to be used should be clearly defined.

This means setting company-specific goals and KPIs, as not every channel integration fits the company culture. Additionally, it’s essential to assess which options are feasible, such as click & collect, apps, chatbots, or QR codes.

Another crucial step is assembling the necessary expertise. Omnichannel requires extensive technical know-how, an IT infrastructure geared towards multiple channels, and seamless collaboration across various departments. Customer data must always be up-to-date and compliant with legal standards.

To optimize costs, a transparent cost and potential analysis and a concrete action plan are necessary to leverage the long-term savings potential of the omnichannel strategy.

Finally, implementing an omnichannel strategy often requires expanding supply chain management to ensure, for example, real-time visibility of product availability.

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What Should You Consider Regarding the Customer?

Of course, the customer is the focus—otherwise, there would be no reason to engage with omnichannel. So, what does it take to ensure that the customer is happy and, ideally, makes a repeat purchase?

Always and at all times: focus on the customer experience. Several aspects are crucial to ensuring that users feel comfortable.

First, the option to switch channels should be offered. It’s essential that customers are not forced to switch between different channels, as this can be perceived as disruptive. The purchase process should be fully possible within a single channel, even if multiple sales channels are connected.

Another important point is personalization. Customers want to be recognized and treated as individuals, whether shopping in-store or online. For example, customer service, when contacted via a social media channel, should have an overview of past purchases and the current transaction to provide personalized advice. Addressing customers by name can go a long way.

Networking is also a prerequisite for successful omnichannel marketing. It’s not just important that all technical channels are interconnected, but also that different business areas within the company work together. Customer service, for example, needs insights into sales to effectively assist customers when necessary.

Additionally, the various sales channels should be uniformly designed. A product offered online should also be available in physical stores. It is also advisable to integrate the design of the company website across all channels to create a consistent brand experience.

Finally, centralized storage and management of data is necessary to enable successful personalization and an individualized customer experience. Customer relationship management (CRM) solutions are ideal for this, allowing marketing, sales, and customer service to access the same information to ensure seamless and personalized customer care—not just today, but also tomorrow. After all, a created experience must be maintained to encourage customers to return and purchase again.

An experience across all channels—that's the plan, and companies can hardly afford to do without it if they want to keep up in an increasingly connected and digital market environment.
Omnichannel has many advantages, including improved customer experience, higher customer satisfaction, and increased sales through the seamless integration of all sales and communication channels. However, implementing an omnichannel strategy requires careful planning and a clear focus on customer needs. Companies must ensure that their IT infrastructure, internal processes, and data management are optimally aligned to provide a consistent and personalized customer experience. Those who overcome these challenges lay the foundation for sustainable success and strong customer loyalty in the digital age. So, it’s definitely worth the effort.

If you’d like to read more articles from us, feel free to visit the 

All Channels, One Experience: Omnichannel 

Today, many factors determine whether users visit a website just once or return again and again. A positive UX can help make visitors feel comfortable, enable intuitive usability and allow them to quickly find the information they need. And with the amount of media and content we all consume every day, it's even more crucial to stand out from the crowd. What is easy to recognize is hard to define and not so easy to create. And for this reason, let's take a look at the basics. 


UX stands for "user experience", i.e. the user experience. It describes how users experience a product, a service or a system and what experiences are made in the process. The "system" can be a digital product or a website, an app or similar within the digital world.  It is not just about pure usability, but about the overall feeling that users have during the interaction. In short: how you liked something you came into contact with online. 

The aim of UX is to design products in such a way that they are intuitive, pleasant and efficient for users to use. Many factors play a role here, such as user-friendliness, accessibility, aesthetics, interactivity and the emotional reaction to what is seen or experienced. Various methods and tools are used to achieve a positive user experience, such as usability tests, user research, information architecture, interaction design and the development of personas.

Overall, UX is a central part of the design process that ensures that the needs, expectations and satisfaction of the user are at the center.

So when we design a new website for our customers, this is also part of our job. After all, in addition to the speed of websites, the experience is also a decisive factor in whether or not users return to the site. 

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There are so many terms in this sector that we want to clarify things here. 

In UX design, the focus is on the interaction between the user and the product. The central questions in the design process are: 

The central goal is to put the user at the center and make the product (or website) as user-friendly, efficient and pleasant as possible. 

In contrast, UI design focuses on the visual appearance and interactive elements of an application or product. "UI" stands for "user interface" and refers to the actual visual appearance of a website, for example. Functionality must meet aesthetics and go hand in hand with all criteria from the UX design process. Although UI design is closely linked to UX design, it plays an independent and important role in the design of the overall user experience.

Of course, there are always a few criteria that you can use as a guide. So here is an overview: 

If you dive into the world of user experience, you will stumble across a few more terms and it is much easier to find your way around if it is clear what each term stands for. So here are a few more terms that are important. 


Some areas merge and this is also important: a good UX result for users should be seamlessly integrated. 



In today's digital era, UX plays a crucial role in the long-term success of a product, website or service. Users have high expectations of the user-friendliness and overall experience of an application. If you want to not only attract users once, but also retain them in the long term, you need to offer a well thought-out and carefully designed user experience. 

But before getting into the design process, it is essential to familiarize yourself with the different areas of design. Understanding the differences between UX, UI, visual design, interaction design and motion design is crucial to creating a seamless result. Because what is easy to recognize is not easy to create. 

UX - the foundations for good experiences 

Content marketing - there's no getting around it and it's important, but not that easy. That's why in 

 of our series we summarized for you in 5 steps how you can create a content plan.  You can find out more about creating a content marketing strategy 

In part 2, we will focus on the content itself - because we have been searching the internet for you and have collected tips that are important when creating content.


Before everything can get started, it is super important to set up a content marketing strategy. We have an 

 everything you need to know about goals, target groups and the like, so we won't go into this in detail. 

However, we do want to mention the following tips for the basis of all content marketing: 

Only some content marketing campaigns will be successful. Ultimately, it's all about testing and finding out what the target group likes. This is why some campaigns will have less reach than others, especially in the beginning. 

Planning is important! An editorial plan is not a “nice-to-have” - but a great way to manage your resources well and stay on the ball. 

Patience is more important than you might imagine. Organic content marketing needs one thing above all else and that is time. However, it is important not to give up and - as mentioned - to stay on the ball. 


Good, we know the basics, we have a strategy and a plan. Now it's time for the content itself and our tips for creating it. 

Phew, that's quite a lot of information, isn't it? And because it's so nice, we have even more tips for you. And of course there are also some other articles with 

Of course, it's all about video at the moment - and on all platforms. That's why we have some tips on this too. Let's go. 

There are many more tips, but we have collected the essentials. If you want to read more, you'll find more 

In part 2 of our series on content creation, we provide valuable tips for high-quality content. After the planning and strategy development in part 1, the focus is now on implementation. And there's a lot you can use as a guide. 

The core aspects are thorough research, a clear and target group-oriented approach, as well as the continuous optimization and analysis of content. Quality, brevity and varied formats are particularly important for video content.

With these approaches, you can create content that your target group will actually celebrate. You can find more content from us on the 

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

Marketing becomes a success factor with Flanke 7:

Projects (All projects)

Display 7

Do you like our projects?

Blog (All posts)

All Channels, One Experience: Omnichannel

UX - the foundations for good experiences

The 1x1 of content creation - Part 2