August 22, 2020

AZ Big Media

Multi-channel retailing: The ultimate online commerce guide

Are you wondering what the best way to get your brand’s name out into the public is? If so, then you’ve never heard of multi-channel retailing.

Multi-channel retailing can help your business generate more loyal customers and even help you to have more sales. To learn more about this sales strategy keep reading below.

What Is Multi-Channel Retailing?

Multi-channel retailing is the process of retailing products through more than one channel at a time. When we say channels, we mean things like physical retail stores, online stores, online marketplaces, and catalogs to name a few.

When you use multi-channel retailing, you will be placing your products in front of more people, which can lead to a higher conversion rate for you. To make the best use of multi-channel retailing for your company, you should have one physical location to sell through and an online store. Having both of these options to sell your products through is known as a click and mortar store.

Have your products easily available online and physically means this will heighten your conversion rate and profits in no time. Since customers are increasing their cross-channel interactions, you should too.

This means that customers like the option of picking up what they buy online in the store. This even relates to when something is out of stock in-store but can be ordered online and delivered to the customer in a few days. Overall, using multi-channel retailing for your company will have positive effects on growing your customer base and even your revenue.

What Are the Key Channels?

When it comes to the channels that you can retail through the possibilities are really endless. With that said, you will want your products to be available and listed through the most common ones. This is so you can get your products placed in front of a high number of potential customers.

Below we have listed out the most common channels to retail through. Keep in mind that using more than one of these channels can be easy to manage if you use a tool such as PIM software.

Comparison Shopping Engines

Comparison shopping engines are also known as CSEs. This marketing channel is useful if you’re one of the lowest competitors in regards to your niche. If this sounds like you, using CSEs is your best option because it can help to expose you to a lot of visitors and even help with your conversions.

Social Media

Social media is the most popular channel to market products and companies through. This is because you can have your profile and posts placed in front of hundreds of people in a matter of seconds.

Most companies build their business and brands from the ground up using social media networks. This is because social media makes advertising a breeze for not a lot of money.

When it comes to the buyer side of advertising, social media even works its magic here. When a potential buyer comes across your ad or post, some social media platforms have included a buy now button that can be used to direct the buyer directly to the item for a fast and easy purchase.

Social media is great to reach people on the particular app you want to target and even those who use mobile phones to shop online. This is because social media makes it easy for you to get in front of these people and even easier for these customers to buy your products from the convenience of their phone.

Online Marketplaces

You may already have your e-commerce website up and running, but this isn’t the same as having your products listed on an online marketplace. When you place your products on an online marketplace, such as eBay or Amazon, you are taking advantage of placing your items in front of even more people.

There are millions upon millions of people that use online marketplaces to make their next purchase. This means that online marketplaces are great ways to build up customer bases and even to build more revenue.

Why Should I Use Multi-Channel Marketing for My Business?

If you’re still unsure about multi-channel marketing, we are here to help you see why it could be the best decision you’ve made for your business. Below we have listed the reasons why you should use multi-channel marketing and its benefits.

The More Channels You’re on Mean More Opportunities

Take a moment to think about how many websites there are online. It’s not hard to imagine the millions upon millions of webpages that already exist and to even take note of the thousands that are being brought online every day.

Now that you’ve realized how many people use the internet it’s not hard to conclude that having an online presence for your business is vital, even when it’s on more than one online channel. This is because you can reach a wider audience and even interact with your customers through virtual means.

Being able to talk to a customer online when they have a question or an issue that needs to be resolved helps your business generate loyal customers and makes your revenue rise due to the higher level of exposure you’ll get. Even if you begin to use SEO tactics to get noticed on search engines, your conversion rate will rise in no time.

Overall, when you provide your customers more points to access you, the more likely they will be to buy your product. This means you can be on your company’s website, a marketplace, and even a boutique website advertising the same item. From a consumer standpoint, they will be happy with the multiple convenient options they have when it comes to buying your product.

Multi-Channel Helps You to Gain More Consumers

When you can evaluate which channels reach the most customers and help to bring up your sales, that means consumers are interacting with your products. Take this information and really zone in on advertising and posting items on the channels that have a positive effect on your business.

Once you begin advertising more on these channels, you will eventually reach a wider audience. This means that your customer base will grow in no time when you’re communicating with the right demographic interested in your products.

This will also help you to retain the customers you have or have already onboarded through the channel. When you advertise through channels that make it easy for customers to interact and buy products, they will be pleased and be more likely to come back.

Use Price Comparisons to Increase Sales

When you’re involved in the retail world, you are no stranger to how competitive it is. To help stand out in this competitive world, you should be using price comparisons when appropriate.

If you have an e-commerce site, then you should really be engaging in price comparisons. When using price comparisons, you can compare your product to similar ones that are more expensive, or if you’re selling products, you can state that you sell them for cheaper than other stores. Overall, price comparisons help you to stand out, boost sales, and increase your margins.

Today a customer is value conscience. This means they are looking to get the best deal for their buck. If you’re selling a product for cheaper than your competitors, then you need to make sure the consumer sees value in buying from you.

To help create value for the customer, you should list reviews, advertise your amazing customer service team, advertise fast delivery, or even have recommendations. In other words, a lower price is important when it comes to your comparisons, but your site should also be valuable to the consumer.

Customer Loyalty Rises

When you use multi-channel retailing for your business, you can expect the loyalty of your customers to rise. This is because, when you’re utilizing multi-channel retailing, customer engagement is at the center of everything you do. This means you will be looking at ways to make your engagement stronger to appeal to more customers.

Every time you perfect your customer engagement strategies, you will still be interacting with previous customers. These interactions for old customers will help them to feel appreciated and, hence, make them more loyal to your brand.

One way businesses try to connect with customers on a personal level is by having an influencer market your product. Using influencer marketing strategies helps you reach customers you may have never considered before while having the influencer bring the personal level to the product. The influencer will help build trust and value in the customer landing a sale in no time.

If influencer marketing isn’t your cup of tea, there are other means of boosting customer engagement and generating loyal customers. Try using text messages to market and inform your past customers of amazing sales. Implement a chatbot on your site to make answering customer service questions easy while giving the customer a personal touch.

Multi-Channel Retail Is More Targeted

What’s nice about marketing your business or products online is that your advertising is more targeted. In the past, advertising was a shot in the dark. You would buy a space on television or a print ad and hope it was the right channel to connect with your customers.

Now, thanks to the internet, marketing is more exact because you can target those who will use or already buy your products. Knowing the demographics of your audience is important. After you have figured out the age, sex, and locations of your best customers, go ahead and being to buy ad space that targets the specific group.

This will lead to a higher yield for your marketing campaign. This will then land you more sales and long-lasting customers in no time.

How to Be Successful in Multi-Channel Marketing

Now that you’re convinced that multi-channel marketing is a great idea for you and your business, we should discuss the ways to be successful. Just like any other marketing strategy, there are things you should keep in mind to have a strong and successful campaign.


Managing an online store can seem like a hassle, so why would you add more under your belt when the first one has its own ups and downs? You’re not wrong. Adding more websites can prove to be more stressful but there is a way to deal with them.

If you have more than one site, you will need to streamline your process. This means having a team or software organizing and managing everything at once. This will make shipping and managing your sites a breeze.

Remember Branding

You should remember your branding at all times. This helps customers recognize you and helps you to build a reputation. No matter how many channels you use, remember to keep your branding consistent.


To be successful in the hustle and bustle of e-commerce, you will need to stand out. You should use images that pop and help you stand out from the competition.

Another way to stand out is to give free gifts with purchase. This will help to generate revenue and get people hooked on another product so they will come back and buy more.

Now You Know About Multi-Channel Retailing

We have provided you with a complete insight into multi-channel retailing. Now you know how having your products on multi-channels can help you gain brand exposure and even help your sales rise.

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