Efforts like single-source publishing and responsive web design, however, were usually focused on internal efficiencies, formatting consistency, and simple de-duplication across channels.
[citation needed] Omnichannel's origins date back to Best Buy's use of customer centricity to compete with Walmart's electronics department in 2003.
The United States government digital strategy includes information and customer-centric shared platforms that provide security and privacy.
[12] Due to fragmentation between health providers, hospitals, pharmaceutical companies and patients, omnichannel is developing to improve the customer experience in the healthcare industry.
[13] Omnichannel healthcare focuses on integrating data, technology, content and communication, while coordinating patient's results through digital channels.
[14][15] In September 2015, the University of Pittsburgh Medical Center received media attention for its customer service technology, which was integrated in 2009.
[18] Another challenge is to track users' behaviors both online and in the brick and mortar stores, an option that is being made available by using AI platforms.
[20] A number of features, like size charts, easy return policy and same-day delivery, have boosted ecommerce and promoted omnichannel shopping.
The omnichannel concept not only extends the range of channels, but also incorporates the needs, communications and interactions between customers, brands and retailers.