What exactly is multi-channel retailing?
Multi-channel retailing enables a business to offer goods and services to its customer through multiple selling channels. This can be a physical store, an online store (ex: a site built on Shopify, Bigcommerce, or Woocommerce), or third-party marketplaces such as Amazon, eBay, Walmart, Google Shopping, or even social media platforms such as Facebook, Pinterest, or Instagram.
To understand how multi-channel selling works in practice let’s take an example of a company that sells standing desks. A potential customer’s journey to purchase might look like the following:
Stumbles across a Facebook post, sees an ad, or sees a friend using one
Experiences occasional back pain and decides to learn more about the benefits of a standing desk on Google.
Over the next few weeks, sees more posts on the top social media platforms such as Facebook, Instagram, and Pinterest
Finally decides to purchase one and starts searching on Google
Does some price shopping on Amazon, Google, and other websites he/she comes across
Makes a purchase
This is a typical journey most buyers make. They see a product on multiple channels before finally making a purchase. Going back to our example, if a company selling standing desks is utilizing all of the above channels then the company will have not only created strong brand awareness in the buyer’s mind but will also have significantly boosted their chances of making a sale on any of these channels.