What is Multichannel? Definition of Multichannel, Multichannel Meaning and Concept
Multichannel is a marketing strategy that consists of using various channels to sell, distribute or deliver information about products.
Businesses as they grow need to have new ways to reach customers, whether informing about their products, their promotions, benefits, or distributing those products.
When the business begins to use more than one channel to meet this goal, then it is executing a multi-channel marketing strategy. And, therefore, it is applying the multi-channel approach.
At the marketing level, multichannel is information. Reach customers through different media. From the most traditional such as advertising on radio, television and print media, to direct marketing strategies ; such as email, text messaging, whatsapp, or postal mail to the house with brochures of offers and/or discount coupons.
Also included in this strategy are digital media and tactics through Google and Facebook ads, where advertising and information comes through social networks and media such as Facebook, , Gmail and YouTube.
The objective of this type of strategy is to generate a kind of bombardment of information, so that the client is constantly exposed to these stimuli and ends up responding to one of them. For example, to an unmissable offer on a product with a high percentage discount.
On the other hand, there is the option that the business has different channels where to sell the product and it is not necessary to go to the store to acquire it.
This system has been implemented in various sectors of commerce. Thus, those who have benefited most from it are the entrepreneurs in the retail sector, having products on their website, where the customer can see if it is available and buy it immediately with a credit or debit card.
In this sense, there are mutual benefits, because generally the retail products that are sold online have lower prices, due to the fact that their sales operation costs are lower. They do not have vendors to pay, because the purchase is active on the part of the customer, who is about to see a catalog of products.
In addition, these products are still in their warehouses, so they do not have to pay distribution logistics costs to stores. They both benefit.
It is important to note that, for example, Amazon is not part of this type of business, since they are dedicated to selling through a single channel; the digital.
Benefits of multichannel sales
Another benefit for the client is that the retail industry, or the products that they wish to acquire, uses the same multi-channels. For example, everyone uses the internet to sell, the customer saves a lot of time and can make the evaluation from home, avoiding having to go from store to store to see where it is more convenient to buy.
Here logistics competitiveness is key on the part of the business, which will have to deliver other benefits to the customer. For example, in the days of delivery, the value of the shipment of the product and other discounts that can be given to the client on special dates.
Multichannel and digital super sales
The emergence of dates where digital super sales are made; such as Cyber Day or Cyber Monday, have created an opportunity for retail where they can offer products at great discounts and thus sell everything accumulated in their inventories.
In addition, they have the opportunity to generate interest in new products that have entered the market. For example, the latest version of iPhone.
Here the bombardment, both of communications and advertising, as well as of sales, is of great magnitude. And, sometimes, companies must ensure that their Internet servers do not fall due to excess traffic on these dates.
Unlike selling through various points, the product can also be delivered through various channels. In this sense, businesses have made this process more flexible so that customers can choose what they find most comfortable.
In this way, there is the possibility that the customer buys online, but collects in the store. Or, buy in store, but request distribution to your home.
In short, multichannel is a way of doing business. Which can be adjusted to the different needs of people to know about the product and its attributes, or the way that is best for them to buy.
Multichannel must mean a solution for people and a dynamism in the way products are sold.
We invite you to reflect on how your products can be known by various means, purchased in various ways, or delivered to the customer through different channels.