Multi channel retailing advantage and disadvantages explained

Multi channel retailing advantage

In the last few years, more and more retailers are thinking about using all the selling channels they can. This is quite natural because if a business is present on more channels, they will probably reach more customers and eventually get more sales. If you are wondering whether including multi channel retailing to your business strategy is a good idea, you should check the advantages and disadvantages associated with this retailing.


We have actually highlighted the most important advantage of using multi channel retailing and that’s increased visibility. With its help, you can reach a significant number of people. It will make you stand out from the crowd and your business can expect more sales. Furthermore, multi channel retailing helps you become present in the places where your target audience is. There are people who use only specific sales channels and if your business can’t be found there you will lose these customers. What’s even worse is that they will find another company offering these products and become their loyal clients.

We should also mention that this business model lets you become more independent. Instead of focusing and depending on a single source of income, you will disperse your sources of income. For instance, Google may find something about your website that is suspicious and your website can become penalized. If you don’t have another sales channel, you will lose many of your potential clients who were using the search engine to find you. But, if you also have an Amazon store or a Facebook store, this change won’t be so important.

Finally, don’t forget that adding an extra sales channel doesn’t require much effort, energy, and knowledge and doesn’t affect existing sales channels. All it takes is a few hours and you are good to go even if you don’t have special knowledge in this area.


Obviously, there are some disadvantages involved too, but the good news is that you can prevent or stop them as they occur. For example, sellers present on multiple sales channels find it a little bit difficult to manage their stock in this way. They have to handle all the different channels. In addition, they must manage more things than before. If you want to simplify this process and overcome these problems, you should find a good management platform that can help you take control of all these things from one place.

Understanding the different types of multi channel retailing

multi channel retailing

Multi channel retailing represents a marketing strategy and tactics that provide customers an opportunity to buy goods in more than one way. This opportunity helps both customers and business owners in many different ways and that’s why learning more about this form of retailing is a must for modern, successful sellers. We will use this article to explain the different types of multi channel retailing.

First and foremost, there is so-called catalog channel. This is a channel that allows consumers to check the goods and place an order at any time of the day or night and from almost any place. Basically, sellers are gathering many products in one place, be it a printed catalog or an online store with one primary goal – to sell at least one of the products. Customers are purchasing stuff directly from the catalog sender via phone or by using the online catalog with just a few clicks. This sales channel promises safety, convenience, and quality of visual presentation.

The other option you have is store channel. These channels provide customers a chance to purchase products via touch and feel attributes. Although modern customers are spending more money online, we can’t say that classic sales in physical stores will become a thing of the past in the near future. People still want to touch and feel the products they are planning on buying. However, this is not the only reason why someone would want to use the store channel. Some other features that have proven to be important to most people include a cash payment, a reduced risk of buying goods that are not as you thought they are, personal service and immediate hold of the goods. We should also add the social and entertainment experience too.

Finally, we have the Internet sales channel. There a lot of things to talk about this type of multi channel retailing, but we should point out that the best thing is that you can provide a wide array of products. You can also use it to provide better, personalized info about specific products and service. There is no doubt that this is also a very convenient form of retailing for everyone involved in the process. Modern online stores also have detailed information about their products and services which makes it easier for the consumer to make a decision and get the right product.

A few great multi channel retailing examples

A few great multi channel retailing examples

When business people are considering the options they have to boost their profits, they often think about opening new stores. This may sound logical, but a venture like this comes with many risks. Now, thanks to modern technology they can try something else that can boost their profit and increase sales. Obviously, we are talking about multi channel retailing. The following is a list of a few great multi channel retailing examples.


Orvis is a company focused on sporting items. They have been practicing multi channel retailing for a few years now and they are more than satisfied with the results. Due to their specific offer, they are attracting a more specific audience – males that are 50 years old or older. That’s why they have developed a strategy that includes a combination of in-store and online retailing. For instance, they have iPad credit card readers that are used as Point of Sale systems too. They also create personalized content for their loyal customers allowing them to upsell.


Topshop is another famous brand that comes from the UK. Their main objective is to make high-end, designer fashion more accessible to ordinary users. When it comes to multi channel retailing strategies, their strategy included a very effective, powerful digital billboard campaign. What’s interesting is that these digital billboards were placed strategically – very close to their physical stores. Many online users have decided to check the stores when they were nearby. In addition, they have encouraged Twitter users to use a special hashtag to get a curated shopping list which has proven to be useful to potential buyers. As a result of that, they have increased their sales for over 25%.

TBC Bank

Multi channel retailing is a global phenomenon and TBC Bank from Georgia is a good example of that. This bank has included a multi channel strategy that has made the process of opening an account much simpler. Namely, they have divided this process into a few simple steps that start in one place and end in another. The initial process starts with a phone call and ends in one of their branches or kiosks. With the help of this move, they were able to gain many new users.

Keep in mind that these are just some of the examples of successful multi channel retailing stories. Consider this strategy when you are planning on improving the work of your business.