What is omnichannel retail?

Omnichannel retail is about creating a seamless and consistent experience for customers, regardless of where they shop. 

For Dave Plunk, owner of Music Makers in Galesburg, Illinois, that means showing up with the same level of care and personalization whether someone walks into their store or browses their inventory online. Specializing in guitars, instruments, and accessories, Music Makers combines small-town charm with big-picture thinking. Their commitment to expert setups, community engagement, and responsive service extends across every channel. 

From hosting local band camps to shipping instruments nationwide, they’ve mastered the art of blending tradition with technology.

Read on to learn their seven tips about how omnichannel retail has helped them succeed in the modern world. 

1. The Digital Revolution in Music Retail

At Music Makers, the internet was a tidal wave. Dave started in 2001, so the shift to mobile shopping became “the biggest change” in his industry, making it possible for customers to buy guitars from bed instead of stepping into the store. This shift challenged them, but it also enabled them to reach customers nationwide. 

Retailers interested in omnichannel retail should evaluate how their target audience shops today. Use digital tools to create convenience, but don’t lose the charm. Utilize online booking, video tours, or live chats, so that your store’s unique voice can come through every screen.

2. Proactive Online Presence

Even before the COVID-19 pandemic hit, Music Makers had launched their online marketplace. That foresight paid off. When the world shut down, they didn’t have to pause. They grew. Their website became a lifeline, connecting customers to instruments when the physical store was off-limits.

If you’re developing your omnichannel retail strategy, don’t wait for a crisis. Build a strong web presence now. Think beyond a simple product page. Enhance your site with features that keep customers engaged around the clock, like:

• Tutorials that guide users through product use or setup
• FAQs to answer common questions and reduce purchase friction
• Staff picks that showcase top recommendations with a personal touch

These additions are simple ways to add to your site while also driving sales and bringing your brand to life online.

3. The Pandemic as an E-commerce Catalyst

Dave recalled how “guitars just flew out the door” during the COVID-19 lockdown. They sold more guitars online than ever before, with the help of a dedicated team member managing e-commerce and social media. This success marked a new chapter, earning them national recognition and boosting their online credibility.

To see similar growth, retailers should invest in the right roles. Hire someone who not only knows tech but also loves your product. This passion translates into better content, smarter campaigns, and an omnichannel retail strategy that works.

4. Balancing Digital Convenience with In-Store Experience

Dave says the biggest challenge today is encouraging people to visit in person rather than rely solely on the online store. While online orders are steady, Music Makers refuses to lose the magic of in-store moments. “People still want to hold and feel and look and touch the instrument,” Dave explains. 

There’s something special about hearing an amp echo through a brick-and-mortar space, a feeling their historic shop delivers in ways that Amazon can’t replicate.

To keep your store alive, make it an experience. Host events, create Instagram-worthy corners, and make every visit feel special. That’s the point of omnichannel retail, offering something valuable, no matter where customers find you.

5. The Value of Expert Service in an Omnichannel World

Unlike mass retailers, Music Makers tunes and sets up every guitar with expert hands. Their in-house technician offers a range of services, from string replacements to electronic repairs. That special touch makes a difference. 

To stand out, build trust through service. Highlight your expertise online with how-to videos and behind-the-scenes clips. Make sure every customer interaction, whether digital or in-person, reflects the care that sets your brand apart in the omnichannel retail landscape.

6. Building Relationships Across Channels

Through their website and social platforms, Music Makers connects with guitar lovers from coast to coast. Dave shared how they’ve had hour-long calls with buyers in New York and California, chatting about tonewoods and boutique models. With tax rules now more equitable, online sales now support their local store.

Omnichannel retail isn’t just logistics. It’s relational. It’s important to use digital channels to build trust and spark conversation. For example:

• Share stories behind your products or customer experiences on social media
• Send thoughtful emails that educate or inspire rather than sell
• Reply personally to DMs, comments, or product questions

The goal? A genuine connection, wherever your customers are. This is what smart retail looks like!

7. Strategic Talent for Hybrid Retail

Dave emphasized the importance of hiring someone deeply passionate about guitars because their e-commerce lead is focused on amplifying the Music Makers’ ethos online. This hybrid role has been central to their continued retail growth.

As you fill roles, make sure you’re hiring the right people. Passionate, knowledgeable staff can bridge the gap between physical and digital, which is essential for any modern omnichannel retail strategy.

Conclusion

Music Makers proves that a smart omnichannel retail strategy is about evolving your brand. By combining hands-on expertise with digital reach, they’ve built something timeless yet current. Their model shows that the answer to what omnichannel retail is lies in one word: connection.

So tune your channels, hire with passion, and make sure your story plays just as beautifully online as it does in-store. Retail’s next era? It’s already here.

We Are Retail is committed to highlighting Illinois’ diverse and dynamic retailers. If you loved learning about the story of Music Makers and know a retailer who deserves recognition, Nominate A Retailer!