What is Omni channel?
You've probably already heard of single channel, multi channel, cross channel and last but not least omni channel? But like many others, you have a hard time understanding the differences. Is that the case? Then get an overview here.
- Single channel means that you sell your products via a single channel. This could be a webshop, for example.
- Multi channel means that you sell your products via multiple channels. This could be a webshop and a physical store, for example. The webshop and the store don't play together, they each have their own business idea, management, departments and employees - and work in their own way.
- Cross channel means that you sell your products via several channels that work together. This could be one or more physical stores and an online store. Unlike multi-channel, cross channel has a common business idea, management, departments and employees who work in the same way, regardless of whether it's a store or webshop etc. The overall aim is to put the customer at the center and deliver the same thing to the customer across all channels.
- Omni channel means that a company is practicing cross channel right down to its fingertips. In the real world, it can be difficult to live up to this, as realistically there will always be a slight difference in buying processes. However, it's still a great vision to have, as it can focus the process on one specific identity that runs across all channels in the company - which in today's Denmark is often the right direction if you look at it from a consumer's perspective.
Omni channel marketing
Now, we've mentioned that omnichannel isn't very realistic to execute for the entire business. Fortunately, it turns out to be more feasible when looking solely at the marketing organization.
In marketing terms, omni-channel means that all marketing activities must be targeted to each potential customer. What is promoted to each potential customer must be perceived as coherent and relevant. This applies regardless of which channel they are exposed to.
As with cross channel marketing, knowledge about the potential customer from one channel will be applied to other channels and each message will strongly lead to the next message - until the potential customer decides to buy a product.
Sure, it requires technology and data collection, that's true. But it can be done, and it greatly increases your chances of closing a sale.
