From multichannel to omnichannel through cross-channel... the new customer journey
Cross-channel, multi-channel, omni-channel… Has the customer journey become just aquatic? No, of course! This terminology simply reminds us that today, brands multiply contact points to engage the customer (multi-channel), they allow him to combine these contact points (cross-channel), and they are eager to optimize his experience by multiplying interactions (omni-channel)… An overview of these three terms that summarize the considerable evolutions of marketing.
The multi-channel strategy
The multi-channel strategy involves using all possible channels – such as digital, a physical store, a paper catalog, a call center… to distribute a product or service. However, in this mode of marketing, these channels remain independent of one another, thereby forcing the consumer to choose the one that suits him best. Due to the overlap of old and new channels, purchasing processes have diversified and become more complex between the phases of information searching, choosing, purchasing, as well as delivery or returning products. Faced with this ongoing trend, most companies have -quickly- had to adapt. It has become necessary for them to open new distribution channels and streamline the customer experience….
Cross-channel or channel integration
Cross-channel is a sales technique that allows the customer to combine, for the same purchase, these same sales channels but enabling them to complement each other. Cross-channel can be considered a commercial strategy relying on different distribution channels that cover all stages of the purchasing process.
The expected benefits of this cross-channel strategy are:
An increase in revenue thanks to cross-sales,
A reduction in costs thanks to economies of scale created by pooling resources
An undeniable improvement in the customer experience, which allows him to purchase à la carte.
Omni-channel, or how to satisfy the omni-consumer?
Omni-channel is the third way – and the logical evolution – defined by marketers who have observed consumer behaviors.
Thus, the omni-channel strategy allows the omni-consumer to use, in his purchasing journey, either simultaneously or successively, the different channels created by the brand.
The omni-consumer wants it all: 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 that the web offers, but at the point of sale: he compares products, he checks stocks, he reserves, he pays… The omni-channel strategy is about satisfying all his desires and the interaction between the brand and the customer becomes permanent, for an enhanced customer experience.
Last updated: February 10, 2022
