In 2025, UK consumers expect brands to meet them wherever they are—whether browsing online, scrolling social media, or shopping in-store. This demand has made omni-channel marketing—a strategy that delivers a consistent, seamless experience across all touchpoints—crucial for businesses aiming to stand out. Growing an omni-channel brand isn’t just a trend; it’s a necessity for building trust, boosting revenue, and fostering long-term customer loyalty. Here’s why, with inspiring examples from UK-relevant brands like Who Gives A Crap, Huel, and Grenade Bar.

What Makes Omni-Channel Marketing So Vital?

Omni-channel marketing integrates every channel—websites, mobile apps, social media, physical stores, and email—into a unified customer journey. This approach ensures that no matter where a customer interacts with your brand, they experience the same messaging, values, and quality. For UK businesses, this is particularly important as 61% of consumers still prefer shopping in-store, while 39% lean online, according to recent retail insights. However, younger generations like Gen Z seamlessly toggle between digital and physical channels, expecting brands to keep up.

The benefits are clear: omni-channel strategies can increase customer retention by up to 91% and boost revenue, with omni-channel shoppers spending significantly more than single-channel customers. They also enhance brand visibility, create deeper connections, and drive higher engagement by personalising experiences across platforms. But how do brands like Who Gives A Crap, Huel, and Grenade Bar make this work for their UK audiences?

Who Gives A Crap: Connecting Sustainability Across Channels

Who Gives A Crap, the eco-friendly toilet paper and household goods brand, has built a loyal UK following by championing sustainability across its omni-channel presence. From its engaging website and subscription service to its witty social media campaigns on Instagram and TikTok, the brand maintains a playful yet purposeful tone that resonates with environmentally conscious consumers. In-store partnerships with UK retailers and pop-up events further reinforce its mission, allowing customers to touch, feel, and learn about its 100% recycled products. By ensuring consistent messaging—whether online or offline—Who Gives A Crap builds trust, drives repeat purchases, and taps into the growing demand for sustainable options, proving that omni-channel strategies can align with core values while boosting sales.

Huel: Nourishing Growth Through Digital and Community Touchpoints

Huel, the UK-based meal replacement brand, has become a household name by catering to time-poor consumers with its vegan powders, bars, and ready meals. Its omni-channel approach has been key to its rapid growth, connecting with customers through a user-friendly website, a mobile app for subscriptions, and a vibrant social media community of “Hueligans” on platforms like Instagram and X. Huel also partners with UK gyms and health food stores, offering in-person tasting events that mirror its digital messaging about convenience and sustainability. By ensuring a consistent experience—whether ordering online, attending a fitness event, or engaging on social media—Huel has built trust and loyalty, with 22% of its customers advocating for the brand, driving retention and profitable growth.

Grenade Bar: Powering Performance Across Physical and Digital Channels

Grenade Bar, a UK favourite in the protein snack market, exemplifies omni-channel success by blending its strong digital presence with physical availability. The brand’s website and app offer personalised nutrition plans and subscription options, while its Instagram and TikTok accounts showcase high-energy fitness content that resonates with its target audience of health enthusiasts. Simultaneously, Grenade Bars are widely available in UK supermarkets, gyms, and sports stores, where customers can experience the product firsthand. This cohesive strategy ensures that whether a shopper discovers Grenade online or picks up a bar in-store, they encounter the same premium, performance-driven brand identity. The result? Increased customer satisfaction, higher sales, and a competitive edge in the crowded health and wellness sector.

Why UK Brands Can’t Afford to Ignore Omni-Channel Growth

For UK businesses, growing an omni-channel brand isn’t just about keeping up—it’s about thriving. By mapping customer journeys, personalising interactions, and maintaining consistency across channels, brands can reach diverse audiences, from in-store-loving Boomers to tech-savvy Gen Z shoppers. This approach reduces friction, boosts recall, and fosters loyalty, with research showing omni-channel customers are 30% more valuable over their lifetime. It also allows brands to adapt to shifting behaviours, like the rise of social commerce and mobile shopping, ensuring they stay relevant in a competitive market.

To get started, UK brands should understand their audience’s preferences—whether they’re researching online before buying in-store or using apps for convenience—and select channels that align with those habits. Invest in tools to track customer data across touchpoints, test your strategy regularly, and prioritise a cohesive brand identity. Whether you’re selling eco-friendly toilet paper, personal care products, meal replacements, or protein snacks, an omni-channel approach can transform your business, driving engagement, sales, and sustainable growth in 2025 and beyond.