The rise of new technologies, social networks, and other means of online communication have brought about compelling changes in industries across the board. Organizations use digital tools such as websites, email, and apps to reach out to their current and potential clients, anticipate their needs, and tailor their business strategies around making the user shopping experience as positive, seamless, frictionless, and convenient as possible. A successful and effective omnichannel strategy fosters a deeper relationship between customer and organization, which in turn translates into invaluable, loyal, and happy customers.”]
Source: https://blog.malwarebytes.com/101/2018/09/the-many-faces-of-omnichannel-fraud/