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The Four Types of Multichannel Retailing

Do you want to subscribe to the multichannel retailing idea? Probably, this is the reason you are reading this article. Selling through different channels is a good idea of enhancing your market position and gaining a competitive advantage.  In the digitally driven marketplace targeting only one type of customer through employing single channel can be the best strategy for moving out of the business.

 No matter how hard you try, you cannot lure every customer on your side if you do not take efforts to match your marketing efforts with their preferences and buying points. In this essence, using multichannel retailing approach is vital. Here are the major types of the multichannel e-commerce technique:

– Store channel

This approach is where you sell your products right from your brick and mortar store. The customers have an opportunity to interact with your products physically. They can touch and feel the products they are buying to determine whether they meet their quality and preference needs.  In this channel, payments happen through cash transactions or other mobile /card payments.

 Most customers prefer this approach as it is safe. There are no risks of purchasing the wrong product or entering the wrong address meaning your orders are shipped to another destination away from your home. Also, customers are confident in the quality of the product they are purchasing. Services are personalized, and you get immediate gratification. 

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– Catalog channel

In this approach, you prepare catalogs and send them to potential buyers who are at liberty of placing an order at any moment. The catalogs entail details of your offers and their prices. You can send catalogs through electronic means such as emails or dispatch them through postal mails. Catalogs are essential as they offer to enhance convenience to the customers as they can receive them regardless of the location.

Also, they enhance visual presentation. Customers can view what is being offered to them and decide whether to go for it or not. Again, the catalog is essential in enhancing your business exposure and brand building. The channel offers an opportunity to communicate information about your brand to the customers through visual approaches. Hence, it becomes easier to convince them you are the best in the market and lure them on your side.

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– Internet channel 

Internet channels are those online marketplaces such as Amazon and eBay as well as your online store. The channels offer you an opportunity to display your products to the online audiences and enhance their purchase decision. As you know, modern customers make a decision depending on the available information about your products and brands. The Internet is the first place they will stop at before proceeding to your brick and mortar store. In this essence, your online availability is critical if you must be competitive in this era. 

Importantly, personalization is a common market virtue. For you to sell more, you must design your products and offers to fit individual’s needs and preferences. This is what the online channels offer you. For instance, by engaging your customers through their email and recognizing them by their names, you enhance your chances of winning a sale. Hence, internet channel is the next crucial part of the multichannel retailing approaches.

– Final thoughts

As you can see, standing out in modern market arena requires you to employ more than one marketing channel. A combination of store, catalog, and internet-based channels is a good way to drive your message home and win customers. So, if success is your goal, you cannot afford not to employ multichannel e-commerce retailing in your day to day business. If becoming the preferred brand is your goal, take your product to your customers in your stores, social media, send them catalogs, and email them.