What exactly is multi-channel and could it help you sell more?

Everyone has heard of multi-channel and more recently, omni-channel but what do these terms really mean, and how are retailers applying the notion in the real world?

By Suzie Larcombe

In this article, you’ll find out

1. What exactly is meant by multi-retailing;
2. Why it’s important
3. How smart retailers are putting it into practise

What is multi, or omni-channel retailing?

Multi or omni-channel retailing quite simply means offering goods or services across a range of points of sale.  Initially referred to as multi-channel retailing, this term refers to businesses that operate more than one sales channel to reach out to its customer base.

The development of omni-channel retail saw this definition broaden to include a truly seamless offering across television, radio, direct mail and catalogue as well as computers, mobile devices and bricks and mortar stores.

The key to omni-channel retailing is that the buying experience is the same, no matter which channel your consumers choose.  This way of retailing means you can reach out to your customers via a whole host of points of sale, but project the same brand image and deliver the same customer service at every point.

Each of these options gives you a different way to appeal to your customer base (or potential customer base), encouraging and enabling them to transact with you in their preferred way.

In recent years, the notions of multi and omni-channel retailing have become somewhat blurred and because of this, for the purpose of this series of articles, we’ll assume them to be one and the same.

In the sense of multi or omni-channel retailing, transacting with a customer includes everything from letting them browse your stock, to making a purchase, to bringing goods back and taking advantage of your after-sales service.  How you enable each of these transactions will depend upon which channel you’re using at the time.

In a bricks and mortar shop-front, for example, you’ll invest in selecting the very best face-to-face sales assistants and after-sales service team; online you’ll do the same, only they won’t be visible on a face-to-face basis, so will need different skills and procedures.

When you offer your customer multiple options of where to buy, you increase your reach simply because some of us like to go into a shop to touch and feel, and others prefer a hands-off experience, because they neither have the time nor the inclination to physically shop.

The secret to great multi or omni-channel retailing is to allow your customer to choose, but to work in the certainty that they’ll get the same buyer experience no matter which channel they choose.

Great UK examples of this are Next and John Lewis, who both took their High Street presence and duplicated it online to enable their customers to enjoy a 24/7 retail experience, initially from their home and now, on the move.  The secret to their success is the seamlessness of the customer experience, no matter which channel they choose.

Why is it important?

Consumers are becoming more and more demanding, and are only too aware that they have immense power in today’s relatively cash-strapped economy.

The consumer is King and when it comes to getting their attention, retailers, no matter which channel they choose, have their work cut out for them.   This means that offering your goods across the broadest range of channels is now more important than ever.

Because consumers are cleverly and competently operating across a variety of channels, in order to stay ahead of the competition, the only answer is to offer a seamless and first rate buying experience across the board.

By offering your goods on the high street, online (via pc or mobile devices) as well as via catalogues and even direct sales, you’re more likely to convert buyers and to start to build the brand loyalty you’re hoping for.

How are smart re and etailers putting multi-channel into practise?

Smart re and etailers are embracing the notion of multi-channel shopping and to spread the word are using:

1.    The social media. 

This is a really clever omni-retail tactic used by smart re and etailers to allow their consumers to share their buying experience with their community.  For example, by allowing consumers to ‘like’ products on their mobile phone while they’re in store, brands build loyalty and grow their reach.

2.    Personalised shopping. 

In the same way that in the good old days, the staff of Grace Brothers (for those of you who are old enough to remember “Are You Being Served?”) would know exactly what each of their customers preferred, personalised online and direct sales channels are striving to develop this highly personal approach.

In the most case using technology, etailers can personalise the choices they present to their visitors in the same way as old-fashioned retailers did.

3.    Technological advances. 

As technology advances, the whole multi or omni channel retailing experience will improve and evolve.  But at this moment in time, smart etailers are using the information they gather during the buying process to make the consumer’s shopping experience even more rich and personal.

Things like automatically presenting similar products, products that accompany a purchase and alternatives are all great ways that technology can help retailers cross and upsell to their customers.