Omnichannel Marketing overtakes Multichannel

  •  29.07.2020
  •  Judith Wester
  •   Online Marketing Expertise

At first glance, Omnichannel Marketing and Multichannel Marketing seem to be similar. But there is one crucial difference that makes omnichannel marketing much more attractive when it comes to approaching customers. We show you which one it is.

Evolution of Omnichannel Marketing

The times in which customers only bought in retail stores are over. Although many customers still appreciate personal consultation, it represents only a fraction of the communication with customers. Finally, thanks to the Internet, various channels have emerged where consumers can inform themselves, compare and purchase goods. Therefore, online stores, social media and retail stores offer sufficient opportunities for interaction and communication. This multiple addressing of consumers is summarized as Multichannel Marketing. As a further step in its development, Cross-Channel Marketing relies on this. This means that individual channels do not operate concurrently, but are interlinked. The term Omnichannel puts the crown on Cross-Channel Marketing. As a result, the channels interlock dynamically, making the communication between the touchpoints build on each other.

What is the difference between Omnichannel and Multichannel?

The terms multichannel and omnichannel are still often mistakenly used synonymously. However, in the Multichannel approach, communication is linear. In other words, a Multichannel exists if you operate an online store as well as a Facebook page or offer your product over the counter. Nevertheless, each sales channel exists on its own without influencing another.

Omnichannel Marketing does not run parallelly to each other, but rather like a circle around the customer. This makes it possible to accompany the potential client at every point of the customer journey and to reach him at the right time with the right channels. For example, an inquiry via Facebook can be answered in a target-specific way by customer service. The customer account provides the employee with information about the current status of the orders and further details on the customer.

Improve customer experience at all levels

Omnichannel marketing keeps you reaching customers on different devices. The case of an aborted sales process demonstrates the connection: The user adds an item to the virtual shopping basket via desktop and does not complete the purchase. Later, he has the option of ending the transaction on a smartphone. Analog and also digital worlds are connected. For example, during personal consultation in a retail store and later with information or a discount coupon via the email newsletter. The following example shows you how Omnichannel beats Multichannel:

Best example for the implementation of Omnichannel

For an order placed online, the customer has the choice of arranging delivery to his home, to a parcel store or to a postal branch. When picking them up in the store, the buyer can try them on or test them on site and exchange them if necessary. The entire ordering process is stored in the system and can be easily adjusted or extended as required. In addition, interest for additional products is generated. If these are not available in the desired color or size, the communication is expanded. An app or an email notifies the customer about the current availability status. This is how companies maintain ongoing contact with their customers.

The focus is on your brand

Omnichannel allows customers to purchase a specific product or service through multiple channels. However, you should make sure to upgrade each individual channel to prevent users from being forced to change platforms. Not everyone is willing to switch back and forth between different sites. Occasionally, the change may lead to confusion or appear dubious to the customer. Companies should make sure that all channels are designed in a consistent pattern.

Improve your point of sale online and offline

Omnichannel Marketing offers customers the decisive advantage of being able to design the purchasing process as flexibly and conveniently as they wish. Especially for retailers, this is a great opportunity to enlarge target group and sales. Omnichannel combines online marketing and offline activities strategically.

As described in our previous article “What is Omnichannel Marketing?“, it is designed to optimize the customer experience. This is why the Omnichannel strategy has become an indispensable part of modern marketing. Put it to use for your company. Our technology offers you five channels for communication with your customers. We will gladly create a customized strategy for you. Please reach out to us using the contact form. We are looking forward to your request.