The omnichannel strategy is a sales and marketing approach that aims to provide a consistent and integrated experience across different sales and communication channels, such as physical stores, websites, social networks, mobile applications, etc. The goal of the omnichannel strategy is to allow customers to interact with the brand smoothly and consistently, regardless of the channel they use, and to facilitate transitions between channels. This can include things like personalizing the customer experience, unified inventory management, synchronizing customer data, and more. The omnichannel strategy is often used by retailers to improve customer engagement and loyalty.
Here is a more detailed article (in french) on the subject : Aligner sa supply chain à sa stratégie omnicanale : de nouveaux défis pour les retailers