Omni channel and multichannel divergence issues in ecommerce. We couldn’t have an omnichannel without a multichannel. Omnichannel is the advancement of multichannel operations. Multi-channel is selling to shoppers via more than one channel (channel-centric with a separate experience reliant on the channel). Whereas Omnichannel is providing a similar experience across all channels (shopper-centric for the complete consumer experience).
The four key channels comprise online stores, physical stores, marketplaces, and social media.
Multichannel retailing is every channel working in separation, it begins with the company and moves outward to channels. Omnichannel retailing is providing a compatible, customised experience for shoppers across all channels and devices. It starts with the consumer and comfortably interacts between channels for a united experience.
Omnichannel retailing recognises that shoppers use multiple channels to attract a brand before making a purchasing decision, so Omnichannel commerce pivots on providing a united and integrated consumer experience regardless of the channel being utilized.
With Multichannel if a company wants to inform their consumer about a promotion they might tell every channel team to manage the campaign separately (online, in-store, marketplace, social media) and hope the consumers will buy more from one channel.
A company following a multi-channel perspective will have divergent messaging per channel e.g. an online store experience, an in-store experience, a social experience, and a marketplace experience. Problems can occur when consumers’ experience is inconsistent with divergent messaging and lack of combination.
Omnichannel and multichannel summary
With Omnichannel there would be a merged, integrated, seamless, and compatible message attentive on the consumer experience across each interaction point.
Statistics show that consumers who captivate with an omnichannel experience purchase more (13% more) than those who do not.
The crucial problems with multi-channel are style unpredictability, miscommunication between channels, promotional mismatch, stock availability issues, etc – this all results in frustrated customers.
Knowing all this why would any retailer still select the Multichannel procedure?
The only reason would be that it’s easier and less expensive (requires less coordination, planning, and integration). But at what cost considering the poor consumer experience and decreased sales?
Retailers must survive in the digitally connected social age to have a well-implemented omnichannel strategy.
