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Multichannel vs Omnichannel

MultiChannel and OmniChannel are words that get throw around a lot when talking about eCommerce and retail. Although both involve selling across multiple physical and digital channels, they are quite different and require different approaches. It is important to know the difference between them.

A MultiChannel strategy is one that is focused on utilising multiple channels to market and communicate information about a brand. These channels are not integrated with each other. Each channel is separate and used to increase consumers awareness of a brand.

OmniChannel also refers to multiple channels, however, in an OmniChannel strategy every channel is linked to provide a seamless customer experience and the best customer support. Simply, a customer can pick up on one channel where they left off on another.

Key differences:

•Customer engagement vs customer experience

•Channel centric vs customer centric

•Quantity vs quality

Many retailers have proven success with both OmniChannel and MultiChannel strategies, so the key is choosing the right strategy for your business and executing it effectively and consistently.

An OmniChannel retail strategy relies on a strong multichannel base. If a business doesn’t have a streamlined and consistent approach to its multichannel operations, then customers will have a negative experience when they are the centre of an OmniChannel approach. Developing an OmniChannel approach requires significant investment and continued maintenance. Businesses without sufficient in-house resources need to invest in the right tech solution.

A MultiChannel strategy is beneficial for brands that want to reach more customers and put their products in front of a higher number of consumers. A MultiChannel strategy is a good option for businesses that don’t want to invest in a full OmniChannel approach, but the right tech stack is still necessary to streamline MultiChannel operations.


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