When it comes to digital marketing and customer journeys it’s important to understand how your business interacts with customers across different platforms.
You may have come across the terms multi-channel and omnichannel – two strategies that both involve using multiple sales channels, but which differ significantly in both approach and purpose.
In this article, we take a closer look at what actually separates the two strategies, and why choosing the right approach matters in a time when the customer experience is more crucial than ever.
Multiple channels, different strategies
In a digital world where consumers move freely between social media, email, webshops and physical stores, it’s no longer enough to be present in just one place.
Many companies have already expanded their presence to include several channels. The question is, however, how these channels are connected – or whether they’re connected at all.
This is where the difference between multi-channel and omnichannel arises.
What is multi-channel?
Multi-channel refers to a strategy in which a company operates across multiple sales channels – for example a webshop, a physical store and an Instagram profile – without necessarily connecting these channels.
Each channel functions as its own unit and typically serves a separate purpose with individual content.
This means that while the customer may encounter the business through several platforms, the experience will often vary depending on which channel is used.
A typical example might be a customer who sees an ad on social media, clicks through to the webshop to find the product, but is met with a completely different selection than what was shown in the ad.
The experience becomes fragmented, and the customer has to piece the information together themselves.
What is omnichannel?
Omnichannel takes the strategy a step further. The goal here is to create a coherent and integrated experience across all channels – both digital and physical.
Rather than having separate touchpoints, all channels are interconnected, giving the customer one unified experience.
This applies whether they start their journey on a mobile device, continue on a computer, and complete it in a physical store.
An example could be a customer adding items to their cart on the webshop, receiving a reminder via email or social media, and then completing the purchase in-store – without having to start over. This is one and the same customer journey, supported by the company’s systems and data across platforms.
The fundamental difference
The key distinction between the two strategies is whether the customer experience is connected across channels or not.
With multi-channel:
- There are multiple independent channels.
- The focus is primarily on the product.
- The customer often has to find the connection between channels themselves.
With omnichannel:
- All channels are integrated and connected.
- The focus is customer-centric.
- The experience is coherent and personalized.
Why does the difference matter?
The strategy your business chooses is not without consequence.
At a time when the customer experience is a key competitive factor, the ability to deliver a seamless and personalized buying journey can be what determines whether a customer returns or chooses a competitor.
Consumers increasingly expect companies to remember their preferences and allow them to continue their journey from where they left off – regardless of the channel.
This expectation can only be met with an omnichannel approach.
What does it take to succeed with omnichannel?
Moving from multi-channel to omnichannel requires a more cohesive data structure and internal coordination.
There must be access to relevant user data across channels, and every part of the organization – from marketing and sales to customer service – must share an understanding of the customer journey.
Additionally, it’s important to ensure:
- A consistent tone of voice and visual identity across channels.
- A technological infrastructure that enables system and data integration.
- A focus on personalization and real-time responsiveness based on customer behavior.
What should you choose?
The choice between multi-channel and omnichannel ultimately comes down to your level of ambition.
Multi-channel can be a perfectly fine strategy if the goal is simply to be present on multiple platforms. But if your goal is to offer a holistic, customer-focused experience that follows the customer every step of the way, then omnichannel is the way forward.
Omnichannel, in the end, is not just about being in many places, but about being one unified presence – from the customer’s point of view.
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