In the world of retail and marketing, people often talk about multichannel, crosschannel and omnichannel. But what do these terms actually mean? And what is the difference between multichannel, crosschannel and omnichannel?
To clarify the differences between multichannel, crosschannel and omnichannel, we will first explain what a traditional retailer actually is. A traditional retailer actually does singlechannel. The consumer is served through one channel and that is the physical shop.
Multichannel
Multichannel goes a step further by serving consumers through multiple sales channels, such as online and in-store. Here, customers can choose where to make their purchases. However, these channels are often not perfectly aligned, which can lead to different prices, stock counts and customer service experiences between different channels.
Crosschannel
Crosschannel takes coordination to the next level. Here, consumers are served through multiple channels, but all with one unified approach. This means that the customer can, for example, order online and pick up their product in the physical shop, with the same price and customer experience, regardless of which channel. It is organised chaos where all channels are intertwined.
Omnichannel
And then we have omnichannel, the icing on the cake. Here, consumers can use channels interchangeably as they see fit, while the customer experience, prices and information are the same everywhere. It’s all about providing a fully transparent and consistent experience, regardless of where and how the customer shops. It is as if all channels together form a perfectly well-oiled machine, focused on fulfilling the customer’s need.
In a world where customers have less and less time and want to be able to shop anytime, anywhere, it is crucial for organisations to think about their customer experience. Whether it’s multichannel, cross-channel or omnichannel, the ultimate goal remains the same: to offer customers choices and convenience wherever and whenever they want.
And now, which channels do you offer?
