Omnichannel marketing as a system, with one customer, one source of truth, and continuity from the first ad to the store counter
Marketing as a system
Omnichannel marketing
Omnichannel is a system, not a media plan.
One customer, one source of truth, and continuity that holds from the first ad to the store counter.
The distinction
Multichannel, integrated, omnichannel
Multichannel puts ads on every platform, each with its own budget and its own P&L. Integrated marketing keeps one message consistent across all of them. Omnichannel treats every touchpoint as one continuous experience for one customer.
The old way
Each channel runs its own P&L.
Now
The test is the handoff. A customer starts in the app, moves to the web, finishes in the store, and the cart, the history, and the context follow. When the handoff breaks, the system isn't omnichannel.
One customer, one system.
The system
Run as one system
Owned, paid, and earned channels all feed one profile. Orchestration reads that profile and decides the next move.
What we build
What we build
Three parts, built to work as one system.
01
The data spine
We unify Shopify Plus, Klaviyo, the ad platforms, and your POS and 3PL into one customer profile. Identity resolution holds that profile together after the cookie, with events sent server-side through Meta CAPI and server-side GTM.
The systems
- Shopify Plus, Klaviyo, and the ad platforms
- POS and 3PL, unified into one profile
- Identity resolution after the cookie
- Server-side events through Meta CAPI and server-side GTM
02
Orchestration
One customer's state drives the site, the email and SMS, and the post-purchase flow. Triggers key to that single profile, so the messages read as one relationship instead of separate campaigns.
The systems
- One profile drives site, email, and SMS
- Post-purchase in the same thread
- Triggers keyed to a unified profile
03
Honest measurement
Blended MER, contribution margin, and CAC payback in one view. Last-click can't tell you what actually moved a sale, so we prove lift with incrementality, geo tests, or a media mix model.
The systems
- Blended MER, contribution margin, and CAC payback
- Incrementality and geo tests
- Media mix modeling
The front edge
The front edge of the system is credibility you don't buy. Discovery is moving into AI answers, and brands get referenced into those answers through the third-party sources that already vouch for them. We build toward being the brand they name.
Proof
JustFoodForDogs
A brand with no e-commerce became a national category leader. We built the commerce spine end to end. Storefront, subscription, OMS and WMS, EDI into Chewy and Petco, and the creative to carry it.
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The brands we've built for.
James Perse
Visual Comfort
ChandonDaouSan Clemente OutletsThe stack we work in
Heritage
Where we come from
The practice began as Omnichannel Commerce, acquired by Hero Digital in 2023 on the public record. Pollyester is that practice rebuilt independent and AI-native. Years inside commerce, on both sides of the table.
Where to start
Most of this starts with one honest number. We take on a few brands a year.
Let's talk.
Tell us where you're trying to grow. We'll tell you the truth about how to get there.