The omnichannel loyalty playbook: channels, examples, and what to copy

In 2025, having just one channel to reach customers (or to run loyalty) is rarely enough. People move between devices, platforms, and physical locations constantly, sometimes in a single buying journey. That’s why the winning approach is to create a cohesive experience across multiple channels.

In this guide, I’ll break down what omnichannel loyalty really means, which channels matter most, what benefits and challenges to expect, and how leading brands make omnichannel loyalty feel effortless.

Is multichannel and omnichannel the same thing?

They’re often used interchangeably, but they’re not the same.

• Multichannel means you use multiple channels, but they can feel disconnected. Each channel may follow its own logic, promotions, messaging, and customer experience.
• Omnichannel means those channels are integrated. Customers can move between them smoothly, and the experience remains consistent.

In omnichannel commerce, customers don’t start over when they switch from in-store to app, from email to website, or from mobile to desktop. Your brand voice stays coherent, your rules stay predictable, and the customer doesn’t feel like they’re dealing with different companies depending on where they show up.

What is an omnichannel loyalty program?

An omnichannel loyalty program is a rewards scheme that works across a connected set of shopping and communication channels.

That typically means customers can:

• Join through multiple touchpoints (in-store, website, app).
• Earn points (or cashback, stamps, tier progress) across channels.
• Redeem rewards across channels.
• Get updates and personalized messages through channels they actually use.

In practice, this often means loyalty works in:

• Physical stores.
• Online stores.
• Mobile experiences (apps and wallets).

And crucially, it also means the communication around loyalty, updates, reward reminders, VIP nudges, reaches customers in a coordinated way.

What channels can be used for loyalty programs?

At the simplest level, an omnichannel loyalty program combines three primary pillars:

1. Offline (in-store / POS)
2. Ecommerce (web)
3. Mobile (app/wallet)

Your program should feel recognizable across all channels. That doesn’t mean every channel must be identical, you can offer channel-specific perks (for example, app-only bonuses or in-store exclusive rewards). But the rules and identity should still feel coherent.

The best channel mix depends on:

• Your business model.
• The shopping habits of your customer base.
• The goals of the program.

1. Website

A loyalty dashboard can live inside a customer account or as a dedicated loyalty area on your website. It’s familiar, accessible, and easy to connect to ecommerce journeys.

2. Mobile app

Apps are built for convenience and habit. Members can quickly check:

• points and rewards,
• tier progress,
• expiry dates,
• and new benefits.

Apps are also great for real-time, personalized engagement.

3. Digital wallet

A digital wallet acts like a modern, streamlined loyalty card container where customers can store:

• Loyalty cards.
• Vouchers and coupons.
• Gift cards.
• Rewards.

Wallets reduce friction because they’re already part of a customer’s everyday phone behavior. They also help consolidate incentives into one place.

What are the challenges of creating an omnichannel loyalty program?

Omnichannel loyalty programs bring numerous benefits to businesses they can also be a complex endeavour that comes with some challenges and difficulties. Here are some of the key ones to consider:

• Data integration: Integrating customer data from various sources, channels, and touchpoints, both online and offline, and ensuring data accuracy, consistency, and privacy across various systems can be challenging – but not undoable.
• Technology infrastructure: Implementing an omnichannel loyalty program usually requires integrating multiple technologies, such as CRM systems, mobile apps, e-commerce platforms, and in-store POS systems. 
• Managing various channels: Providing a consistent experience across different channels involves aligning several parallel processes to ensure that customers earn and redeem rewards trouble-free regardless of the channel. 
• Measuring success: Measuring the performance and effectiveness of an omnichannel loyalty program and determining the right KPIs can be challenging, too, as traditional metrics like customer acquisition and retention rates may need to be reevaluated to capture the actual impact of the program. 

Despite these challenges, an effectively executed omnichannel loyalty program has the potential to make the best of its benefits, such as deepening customer engagement, fostering brand loyalty, and driving business growth. However, it requires careful planning and the use of the right technology.

The tech behind omnichannel loyalty (what actually makes it work)

Omnichannel loyalty isn’t a program in more places. It’s one brain powering rewards everywhere, even when your channels are running on different systems, different clocks, and different definitions of “customer.”

If you’re shopping for tech (or auditing your current stack), here’s what matters:

1. Identity: the same human problem

If your system can’t reliably tell that:

• Julia who bought in-store with a phone number.
• Julia who logged in online with an email.
• Julia who used Apple Pay in the app.

…are the same person, your omnichannel loyalty will fall apart fast.

What to look for:

• Customer identity stitching (email, phone, loyalty ID, device IDs, your call)
• Merge rules that don’t create Frankenstein profiles
• Account linking UX (OTP, magic link, "claim your points" flows)
• Support for guest to member conversion without losing history

2. Event model: loyalty runs on events

Points don’t come from channels. Points come from events:

• order.paid
• purchase.completed (POS)
• order.returned
• profile.created
• app.opened
• referral.converted

A real omnichannel setup standardizes those events across systems so your loyalty logic can stay sane.

What to look for:

• A clear event schema (with required fields like customer ID, order ID, channel, currency, totals).
• Ability to handle returns/exchanges correctly (a loyalty graveyard if ignored).
• Idempotency (so duplicate events don’t double-award points when systems retry).
• Support for partial fulfillment and split shipments (common in ecom, brutal for loyalty).

3. Real-time vs batch: pick the right latency for the moment

Some loyalty actions should be instant:

• Earning points right after checkout.
• Redemption validation.
• Showing updated balance/tier status.

Other things can be delayed:

• Post-purchase enrichment.
• Lifetime value recalcs.
• Deep segmentation updates.

What to look for:

• Real-time earning and redemption APIs.
• Batch imports for backfills + legacy.
• Clear behavior when something is late: pending points states, reconciliation jobs.

4. The rules engine: flexibility without chaos

Omnichannel loyalty lives or dies on rules that can handle:

• Per-channel earning.
• Tier multipliers.
• Member-only prices/rewards.
• Caps, limits, fraud protection.
• Different eligibility for different segments.

What to look for:

• Rules based on event attributes (channel, SKU, category, store ID, customer segment).
• Support for stacking rules (and the ability to control stacking order).
• Preview/simulate mode.
• Versioning and audit logs (because someone will change a rule on Friday at 5pm).

5. Redemption mechanics

Online redemption is straightforward(ish). In-store redemption is where reality shows up with receipts.

What to look for:

• Single source of truth for balances and rewards.
• Atomic redemption (validate + reserve + redeem so you don’t overspend points).
• Support for both:
  • Coupon/voucher-style redemption (code/QR/barcode).
  • Account-based redemption (scan member ID, apply automatically).
• POS compatibility: at minimum, the ability to validate/consume rewards with low latency

6. Data consistency: eventual consistency is fine until it isn’t

Omnichannel stacks are distributed systems. Distributed systems are basically a fancy way of saying that things go wrong in new and exciting ways.

What to look for:

• Idempotency keys and de-duplication.
• Reconciliation tools (recompute points, fix mismatches).
• Conflict resolution when two channels try to redeem simultaneously.
• Clear handling for offline mode (stores with spotty internet are a thing).

7. Integration layer: APIs + webhooks + connectors (the holy trinity)

You need to connect ecommerce, POS, CRM/CDP, and messaging tools. Your loyalty engine should make that boring.

What to look for:

• APIs that aren’t just create points (you want full lifecycle support).
• Webhooks for real-time triggers (awarded points, tier changed, reward redeemed).
• Prebuilt integrations where they matter (ESP, CDP, ecommerce platforms), but not at the cost of flexibility.

8. The UX glue

Your customers don’t care about architecture. They care that their balance is correct and rewards apply when promised.

What to look for:

• A loyalty cockpit that can live in web/app.
• Wallet pass support if it fits your audience.
• Messaging triggers tied to real events (“you’re 80 points from Gold”) not generic blasts.

Learn more: How Voucherify and Infobip enable omnichannel promotions and loyalty

Summary

Omnichannel loyalty programs are a tailored response to the omnichannel reality of today's consumers, who often jump between devices and touchpoints during their buying journey. Such programs are a great way to engage your customers wherever they choose to interact with your brand. 

By connecting various commerce and communication channels, you are able to provide a cohesive loyalty experience, which ultimately drives customer loyalty, repeat purchases, and brand advocacy. In order to successfully bridge the gap between the channels, you need careful planning, harmonious integration of systems and data, a deep understanding of customer behaviors, and the right software to make the omnichannel experience come real.