Omnichannel vs. Multichannel Strategy
What is an Omnichannel Strategy?
An omnichannel strategy is a customer-focused strategy that provides a seamless experience between various channels. Omnichannel strategies are used for marketing, customer service, and sales. This type of strategy enables synchronization of data and information from all channels you use, such as social media platforms, emailing tools, online store, marketplace, etc. The advantage of omnichannel strategies include consistency, improved customer satisfaction and increased sales. On the other hand, an omnichannel strategy requires a significant investment into technology, infrastructure, and implementation.
What is a Multichannel Strategy?
A multichannel strategy is the process of selling or listing a product on more than one channel; these can be digital or physical. The advantages of multichannel strategies are greater reach and visibility, flexibility in audience segmentation, and multiple engagement touchpoints for customers. However, a variety of channels also causes inconsistencies in the customer experience and complex performance tracking.
Omnichannel vs. Multichannel Differences:
- Omninichannel is more customer-focused, multichannel is more product-focused.
- Omnichannel strategies link channels so they all work together, multichannel strategies do not integrate them.
- An omnichannel approach creates a new customer experience, while a multichannel one is limited to the capabilities of each channel.