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By: Manish Shewaramani

Omnichannel vs Multichannel Retail - What To Choose For Your Business?

This digitalization has increased the demand for the digital marketing of the different products and services provided by different companies. The competitiveness increases thus each company has to build the best marketing base for their product to bring the product to their customers in the best possible manner.

The program for digital marketing and analytics allows the organization to understand their customer’s behavior, demands, marketing strategies, etc. to enhance their business.

What is Omnichannel Retail?

Omnichannel retailers reach all the places where the customers are present. It is a fully integrated approach used by the organization for eCommerce and provides a unified experience to all the customers across the different channels or touchpoints. It allows the synchronization of data between various channels.

The strategy used in the omnichannel allows the interaction between the multiple channels and the customers. A robust omnichannel setup allows the organization to keep the product data, customer data synced across all the channels. This makes it convenient for the customers to interact with the different brands across various channels to have a seamless experience.

How Omnichannel Retailing Works?

Omnichannel retailing depends on the product data that is collected and communicated to all the different channels. This ensures that all the customers get a unified experience while interacting with different brands. Omnichannel strategies provide a memorable experience to the customers by allowing them to start again where they left.

The different steps included in omnichannel retailing include:

  • Helps in identifying the customer touchpoints and includes opportunities to interact with the brands.
  • Building the retailing strategy based on the customer experience.
  • Connecting the systems and people to reduce the data passing.
  • Executing the strategy.
  • Collecting and measuring the additional data.

Benefits of Omnichannel Retail

Though eCommerce evolved in almost every business sector still retail business plays a vital role in consumers’ lives. A recent survey report shows, more than 75% of retailers have already implemented an omnichannel strategy. And businesses that haven’t or planning to implement omnichannel are driving in the slow lane of this fast-paced business world.

As the consumer industry keeps evolving with the new trends the emergence of retailers to be innovative with omnichannel becomes inevitable.

Here are a few vital reasons that highlight why retail businesses need a prolific omnichannel strategy.

1. Increases Customer Retention

When we look into the customer point of view, they always want to shop products conveniently. An omnichannel business strategy delivers the same. Also, it assists business leaders to deliver personalized shopping experiences to their potential consumers.

Once consumers find what they are looking for easily, they will keep visiting back to purchase more products in the future. This builds strong consumer retention.

2. Improves Business Turnover

Once the business gets higher customer retention, it will eventually increase business revenue. As per the reports, just 8% of repeated customers will create a 40% increase in business revenue. In addition, it cuts the operational cost of a business and increases its revenue.

Well, who wouldn’t love to enjoy such a low operational cost strategy delivering high business revenue?

3. Improves Sales & Operational Efficiency

Unlike the single-channel strategy, customers spend more time on their shopping through the omnichannel strategy. This eventually increases product sales. Well, this highlights that this strategy benefits businesses both strategic and structural wise.

On the other hand, omnichannel business strategy enables business leaders to have a holistic overview of the consumer’s data. Also, it eliminates the cost involved in collecting and managing customers’ data again and again. This triggers the operational efficiency of a business significantly.

4. Increases Customer Satisfaction

An omnichannel strategy does not always go in one direction; it enforces business leaders to deliver what customers are looking for from you apart from good products. It drives business leaders to be more engaging with the customer and provide better customer support service exceeding the expectation of modern customers.

As per the studies, about 65% of potential consumers expect real-time support services, and nearly 75% of consumers who are satisfied with the services offered by businesses will return for a new purchase.

5. Improves Customer Data Collection Process

One of the greatest benefits that every business owner can avail through omnichannel strategy is about reaching new customer segments. It doesn’t matter what business you are involved in, gathering a new customer base will always count and act as a key to your business success.

Omnichannel business strategy helps you to be proactive on multiple channels and helps understand customer behavior. This enables business leaders to deliver what they are looking for through data collection. Also, omnichannel assists business leaders to deliver personalized shopping experiences for individual customers.

When to Choose an Omnichannel?

There are different benefits gained by selecting omnichannel retailing. The reasons for selecting the omnichannel retail include:

  • Omnichannel retailing is selected when the organization wants to enhance the efficiency of retailers by providing quick delivery of the products to the customers.
  • It allows synchronization of the data across multiple channels thus enabling faster handling of the orders. This saves time and money thus reducing the inventory cost load.
  • It allows the customers to view the products and the experience thus allowing them to make efficient purchases.
  • It allows reviewing sales data and increasing the buying opportunity for the customers.
  • Allows the retailer to sell the products all around the country at the best cost thus getting higher margins.
  • Allows the customers to perform online research for the product and services thus increasing the productivity of the retail system.
  • It allows targeting a larger audience through the different channels and fulfills the customer needs. It makes the shopping experience seamless.

What is Multichannel Retail?

Multichannel retailing makes an attempt of listing and sell the products to the customers through more than one channel. These channels include physical, digital, and a combination of both these.

Multichannel maximizes the exposure of the different brands to their customers and allows them to make their choices to make their purchases. The product scalability, meeting the requirements, and timelines can sometimes be challenging to meet the customer needs. They also need to make provisions for the investments, storage, and stocking.

How Multichannel Retailing Works?

This allows the organization to sell their product in the shop, via online shopping, and at various platforms independent of each other. This helps the organization reach out to more customers. They need to make use of the eCommerce platform for organizing the product data and inventory.

The different steps involved in multichannel retailing include:

  • The housing of the product data on the eCommerce platform and the merchant’s website.
  • Formatting the product data and syndicating it to the external channels.
  • Managing all the incoming orders for the products from the different channels, matching the order, shipping, tracking, and notifying the customers.

Benefits of Multichannel Retail

Retailers are keen to break the old traditional practices followed in shops and be innovative to attract more customers. Want to improve business sales through an innovative & creative approach, then implementing a multi-channel retailing strategy could be the best solution.

Implementing a multi-channel retail strategy may seem intimidating many retailers’ actions. It will make you think whether it is worth copying other business leaders’ intuition. Well, it is worth introducing a multi-channel retailing process.

This section elaborates on all vital benefits a retailer can get through by introducing a multi-channel business strategy.

1. Better Understand of Customers Journey

Understanding the customer’s journey throughout their shopping experience will help you optimize your business sales and gain a competitive edge in the commerce business. Also, it enables business leaders to do data analytics and predict buyers’ behavior.

Data analytics over the collected data will assist business leaders to understand customers’ journeys until they purchase products from your store.

2. Optimizing Sales via Customer Data Collection

Whether it’s Offline or online mode of sales in your store, you will get a vast amount of customer data every day. Utilizing those data wisely will benefit a lot.

The multi-channel retail allows you to collect buyers’ behavior; you can easily predict the market trends and carry out a customized approach to boost your product sales.

3. Creates More Sales Channels

The multi-channel retailing strategy gives freedom and flexibility in terms of sales for the retailers. It provides diverse sales channels according to the range of products; this enables business leaders to be more diverse to their customers.

With more sales channels, business leaders can approach new demographic consumers through customized sales strategies.

4. Leveraging Marketplace

Diverse sales channels enable business leaders to approach their target audience in a more creative and customized manner. Also, a multi-channel strategy improves the needed brand visibility among the target audience group from various demographic regions.

The biggest advantage of having multiple sales channels provides a range of opportunities for business leaders to sell their products. It eventually improves the sales ratio of the business and dramatically increases business ROI.

5. Improves Customer Loyalty

Modern buyers seek more from the sellers apart from just offering quality products. Apart from just a seamless buying experience, buyers are expecting sellers to be more engaging by providing better customer support service.

Introducing multi-channel retailing enables business leaders to be more flexible and to offer seamless & integrated support services to their consumers. Apart from replying to the reviews of a buyer, sellers can reward their potential buyers and provide more catered services. It increases loyalty among the consumers.

When to Choose a Multichannel?

The different reasons when the organization should opt for multichannel retailing for their product marketing include:

  • When the company needs to reach the maximum number of customers, they should opt for multichannel retailing by making their products available through different means like eCommerce, marketplaces, online shopping, a merchant website, etc.
  • It allows the organization to create a market for their product when they can handle the increased volume of their products without sacrificing or compensating for its quality.
  • This retailing is preferred when the organization doesn’t prefer making higher investments as in an omnichannel approach and uses the right technology to streamline the multichannel operations.
  • This retailing is used when the organization wants to provide flexibility to their customers while selecting and purchasing the goods of their choice.
  • Multichannel retailing is preferred when the company has improved analytics for understanding their customer’s behavior.
  • Multichannel retailing is useful when the company has different kinds of products that can create multiple channels for targeting specific customers. Different channels can sell different products by targeting different categories of customers.

Omnichannel vs Multichannel Retail: Difference You Need to Know

The noteworthy difference between omnichannel and multichannel retailing include:

Customer engagement

Omnichannel retailing gives the core preference to the customers for providing them a consistent and unified experience at various touchpoints. Multichannel retailing aims for maximum customer engagements.

Integrating channels

The omnichannel uses multiple channels that are connected and interact with one another thus allowing maximum customer engagement. This allows different channels to work together. Multichannel retailing works with different channels independently and discreetly without communicating with one another.


Omnichannel retailing focuses mainly on customer satisfaction and convenience whereas multichannel retailing focuses on the products by emphasizing their importance.


Omnichannel retailing uses the customer experience approach to understand their needs and provide service. Multichannel retailing uses the different available channels to connect to the newer customers.

Technological solutions: Omnichannel uses very few solutions for covering e-commerce whereas multichannel retailing implements all the available various marketing channels and solutions.

Bottom Line

Omnichannel retailing and multichannel retailing have their pros and cons and the organization needs to choose wisely.

Omnichannel retailing aims in increasing the convenience of their customers, provide personalization, increase engagement, and allow customer retention. Multichannel retailing involves using the right technology for expanding the customer base.

The omnichannel and the multichannel retailing both aim to increase customer satisfaction. Using the right planning and technology will help the organization to take its business to a new level.

Implementing the right product information management platform, you can gain the benefits of both omnichannel and multichannel for your retail business.

Say goodbye to data chaos and embrace the power of PIM/MDM to supercharge your business growth!