From multichannel to omnichannel to cross-channel... the new customer journey
Feb. 27, 2020
Cross-channel, multi-channel, omnichannel... Has the customer journey become nothing but watery? Of course not! This terminology simply reminds us that today's brands are multiplying the points of contact they use to approach customers (multi-channel), enabling them to cross these points of contact (cross-channel) and optimizing their experience by multiplying interactions (omnichannel)... Here's a look at these three terms, which sum up the considerable changes taking place in marketing.
Multi-channel strategy
The multi-channel strategy consists of using all possible channels - such as digital, a physical point of sale, a paper catalog, a call center... - to distribute a product or service. However, in this marketing mode, these channels remain independent of one another, forcing the consumer to choose the one that suits him best. The overlapping of old and new channels means that purchasing processes have become more diversified and complex, from the search for information to the selection and purchase phases, as well as the delivery and return of products. Faced with this fundamental change, most companies have had to adapt - quickly. They need to open up new distribution channels and streamline the customer experience....
Cross-channel or channel integration
Cross-channel is a sales technique that enables the customer to use the same sales channels for the same purchase, while allowing them to complement each other. Cross-channel can be seen as a sales strategy based on different distribution channels, covering all stages of the purchasing process.
The expected benefits of this cross-channel strategy are :
Increased sales through cross-selling,
Lower costs thanks to economies of scale generated by pooling resources
An undeniable improvement in the customer experience, who can now make their purchase à la carte.
Omnichannel, or how to satisfy the omni-consumer?
Omnichannel is the third path - and the logical evolution - defined by marketers who have observed consumer behavior.
Thus, the omnichannel strategy enables the omni-consumer to use the various channels created by the brand, either simultaneously or successively, in his or her purchasing journey.
The omni-consumer wants everything at once: to gather information on social networks, to test the product in-store, to have it delivered to his home! And, why not? Benefit from all the functionalities offered by the web, but at the point of sale: compare products, check stocks, reserve, pay... The omnichannel strategy consists in satisfying all these desires and the interaction between the brand and the customer, which thus becomes permanent, for a sublimated customer experience.
Last update: February 10, 2022
