Here you can read more about omnichannel, the trend that promises consumers a seamless brand experience despite the channel used. Omnichannel is mentioned as the successor of multichannel and crosschannel. In multichannel, a company uses multiple channels, such as a store that also opens a website and a Twitter account. The channels don't work together. With cross-channel there is some cooperation: you can inquire about your online order in the store, for example. With omnichannel you can request information, order and ask service questions regardless of the channel. Omnichannel is mainly in retail emerging, but also the SMEs are increasingly involved in this. The major drivers of omnichannel are the rise of the smartphone, mobile internet and the experiences with brands that have jumped on top of this, such as Amazon and Coolblue.