Home

Multi-Channel Retailing – The Challenges and Top Tips

Maybe you have heard them. Myths about multichannel retailing. In every field, veterans and those who fear competition come up with fake facts about a concept with the aim of discouraging other players. This way, they achieve protection of their competitive position. As a new entrepreneur looking forward to utilizing the upcoming marketing channels and selling approaches, you will come across various beliefs. First you must know what types of multichannel retailing platforms exist, you can take a look to enterprise magento, Bigcommerce, Wix, among others. Notably, you will find that the best evangelists of this fake facts are business experts. Are they paid to misguide others or is it that they do not know what they talk about? Well, no one knows the agenda behind it. Before you are formalized to join the religion of fake facts about multichannel retailing, it is essential to know about them. Here they are:

Customers love all channels

Customers love all channels

Right to the point. You know, if you have an online store, you do not need to bother yourself to reach out to the customers through social media or online marketplaces. Customers fall in love with every channel as long as it is available. You think so? The fact is that customers are selective. They do not fall for any channel that comes their way. If a channel does not meet their preference and needs, purchasing through it is like milking a bull.

It is for this reason that multichannel retailing is about helping customers to purchase products in a way that makes them comfortable. For instance, a customer who is pessimistic will always visit a store for shopping. Those who love technology and relaxation will use mobile shopping while those who love involving others in their purchase decisions will use social platforms. Hence, your success in business will come from understanding different customer categories and optimizing your marketing strategies to fit their needs.

Your offers must be uniform across the channels

Your offers must be uniform across the channels

Due to fear of losing customers, many multichannel retailers offer uniform discounts and prices across the channel. The fear is that they might not find enough customers if they appear different on various channels. Also, the worry is that customers using a particular channel are the same using the other. So, displaying different offers will lead to loss of trust and appearing unreliable.

However, the truth is that customers of each channel have different preferences and perceptions. For instance, the uniting factor might be age, social class, orientation, and profession. Hence, offering the same offer across the channels takes away a chance of capturing new sales as what you present is not in line with the customer’s preference or qualities.

Use of multichannel is a guarantee of a sale

Use of multichannel is a guarantee of a sale

While multichannel retailing enhance your conversion rates and sales, this does not mean the multichannel customer is the top contributors to your revenue basket. Due to the concept that multichannel brings in high returns, entrepreneurs develop a strategy where they move customers from one channel to another. This happens due to desperate state and desire to enhance their sales. Unfortunately, this idea does not work.

To drive sales in your store, you need to find customers at their buy place not trying to lure them to take action according to your desires. The reality that you will encounter by trying to take such an action is a customer fall out. In the modern cyber-crime online space, customers are living in fear of personal data theft. Hence, your attempt to move them to other channels will turn you into a fraudster or a scammer. For this reason, always focus on reaching customers where they are. Don’t try to take them for a ride. They will resist, and you will be the loser.