Multichannel

What does the term Multichannel mean?

Multichannel refers to a sales or communication strategy in which a company uses multiple channels to offer products or services and to interact with customers. It is considered the precursor to the omnichannel approach, where channels are not just used side by side but are seamlessly integrated. The term is sometimes written with a hyphen as multi-channel.

A distinction is made between online and offline channels:

• Online channels include online shops, social media, and marketplaces like Amazon or eBay. Mobile apps and email marketing also fall under this category.

• Offline channels include brick-and-mortar retail stores, traditional telephone sales, catalog mailings, direct sales through field service teams, as well as trade fairs and customer events.

Goals of the multichannel approach:

• Increase sales: More channels create more opportunities to sell.

• Expand reach: Customers are reached through various platforms.

• Enhance customer flexibility: Customers can choose the channel through which they prefer to shop.