E-commerce has seen a great upsurge in recent years around the globe and the tremendous ‘supply & demand’ role has got the industry to the pinnacle. At this point of booming, a new term has coined ‘omni channel or multichannel e-commerce’ by successful global players. The strategy has quite been proven not only successful but great to target mass other than your target. So, it is great for the sake of brand recognition according to bullet theory and future transformation as well.
What is multichannel e-commerce?
According to the theory, multichannel e-commerce retailing is a strategy in which takes the hold of various platforms other than the company’s or brand’s website to promote, sell and maintain the brand relationship. It includes platforms like social media, other marketplaces/websites (as a cross promotion), and many other mediums (for eg: mobile).
Through this way, many big companies are not just selling items and make them leave but efforting an extra mile. Now the customer or shopper can locate their ordered item immediately through the mobile app and also can create a fresh order. Many big e-tycoons are now approaching brick and mortar companies as well to leverage multichannel e-commerce strategy. In nutshell, the multichannel retail management provides ample of opportunities and benefits to the investor as well as the buyer.
Here are various benefits that big and small e-brands are fetching from multichannel e-commerce retailing:
- Cross Communication & Their Analytics
Multi-channelling is the best way to reach the mass; not only your target audience but potential motivators as well. The well-managed way of communication and strategised even can spread the word about your business really well. As this a two wayside, this also helps you to understand the customer’s needs. Various platforms come with active analytics and graphs, that provide the capability to apprehend, quantify and review communication with buyers. The market insiders can have access to their customers and gather it as well to interact in various ways.
- Understand A Customer With Various Faces
The omnichannel market has a customer centred viewpoint which provides the multi retailers with a chance to understand the mentality and maintain the relationship with the customer. Moreover, this gives retail businesses more opportunities to interact with their potential customers across the regional limits via various channels.
A customer may behave as a different entity when handling the website on web, mobile or at the retail location. It becomes very strenuous to understand the intentions and needs. But with the multichannel strategy such as user tracking or keeping an eye on per clicks, browsing histories, the e-commerce companies are building an all new polished way to interact their customers. This helps them to provide their customers quality services, rewards and also prevents the loss of data.
- Fetching Data From Every Step
As aforesaid, companies fetch data at every single time of customer’s click or browsing. The individual transaction details (even though minute ones), types of items purchased or liked, demographics of loyal customers, and etc. are saved to manage business insights.
- Target Specific Audiences
The analytics of customers’ cater unparallel retail and marketing experiences while providing an option to select specific target audience or market. For example, shoppers purchasing a particular brand of perfume can be awarded coupons to magnetise their attention on similar or better brand or product. They can be called for a designer or newly launched products to access great profit margin.
- Automated Business Strategy
The strategy is not just a marketing gimmick but enables many brands or e-commerce companies to integrate the customer service, merchandising, sales, enterprise and inventory. And according to that, the resource planning can be done. This is all with an aim to provide suite class range of services to the customers.
A customer never feels comfortable to shop from a new website because there is obviously a trust issue. So, it is always a better solution to make him/her feel relaxed and habitual by marketing or promoting your brand through various channels first.
- Channel Communication
When you have omnichannel e-commerce platforms, the channelized communication can be a strenuous job because it must be frequent to deal the loyalty of the customers. And here coined another term – Channel communication, which can be defined by the information a customer, wants from your platform or website or business. You have to recall its demand during every search of the customer to maintain the quality of your service.
- Experience On The Go – Mobile
The brick and mortar industry has always been dear to shopping platforms but the recent rage has taken up by mobile apps. It has been recently noted that 80% of the orders of Amazon are coming from mobile apps. The aim to provide the best & exhaustive selection and service on the go is solved by the handy technology. No Omni channel E-Commerce platform should boycott the mobile app culture because of the demand of the era.