What retail strategy allows customer transactions through multiple connected channels?

The correct answer is omnichannel, which refers to a retail strategy that integrates various channels to create a seamless shopping experience for customers. This approach allows customers to engage with a brand through multiple connected channels—such as physical stores, online platforms, mobile apps, social media, and more—while ensuring a consistent and cohesive experience across all touchpoints.

In an omnichannel strategy, customers can start their shopping journey on one channel and continue it on another without any disruption. For example, a customer might browse products online, purchase them through a mobile app, and then choose to pick them up in a physical store. This level of connectivity enhances customer convenience and satisfaction, fostering brand loyalty and encouraging repeat purchases.

Other options, like multi-channel, refer to having multiple sales channels but do not necessarily imply the same level of integration and customer experience as omnichannel does. Direct sales and e-commerce represent specific selling methods rather than comprehensive strategies that encompass various integrated channels.