**Abstract**

The Importance of Product Lifecycle Management (PLM) is inevitable in fulfilling the collaboration and integration of different disciplines engaged in product development processes. However, PLM has faced with challenges in the context of Industry 4.0; especially in alignment with the Omnichannel strategy. The integration of the processes related to product promotion and digital marketing is recognized as one of those dominant challenges. There is an essential requirement for improving the interaction of PLM disciplines and Omnichannel processes. This chapter is investigating the challenges and restrictions raised by the Omnichannel strategy for PLM and the capabilities of the Omnichannel strategy to increase the effectiveness of PLM frameworks. Considering the Omnichannel strategy capabilities which are highly active in sales and promotions, the characteristics of bidirectional relation with PLM disciplines have been focused. For creating this bidirectional and synergic relation among Omnichannel strategy and PLM disciplines, the following perspectives are essential. Firstly, the configuration of Omnichannel strategy as an active agent among PLM disciplines. Secondly, the Omnichannel strategy's capabilities to solve challenges and problems in PLM. Moreover, the consequences of decisions and interactions when integrating Omnichannel strategy in the PLM framework will be worthy to be analyzed.

**Keywords:** Omnichannel, PLM, channel integration, industry 4.0
