Advances in digital technologies and the fast growth of online retailing are blurring the lines between different channels and customer touchpoints and are drivers of omnichannel strategies. The aim of the research is to use the case study “farmsaat” to develop a reference process model that supports the company in the customer-oriented design of the customer journey. The findings should reveal which touchpoints are necessary and should be realized from a customer-centric perspective. Furthermore, the results should indicate how adapting business processes can contribute to the harmonization of channels and touchpoints the customer is using during the customer journey.