Omnichannel and multichannel: differences
The unstoppable advance of digital technology sets the tone in our daily lives, especially in the workplace. So much so, that the Most companies, even unknowingly, invest in some multichannel experience such as a website, a blog, or different social networks, using them to attract customers and interact with them.
Even so, users rarely have a great experience, and the message varies depending on the channel they use to communicate with the company, motivating changes in their behavior.
To address this fact, marketers have created a strategy that goes beyond the individual user experience based on the device or channel they use: the comprehensive omnichannel strategy. In this way, valuable communication channels can be created between businesses and their customers, through all existing means of contact, whether physical or digital.
The purpose is to achieve a lasting relationship with consumers, based on their real needs at all times. For example: a company that offers the possibility of communicating with it through social networks, email, telephone and physical location.
Differentiating omnichannel from multichannel
Although all omnichannel experiences use multiple channels, not all multichannel experiences are omnichannel. No matter how many channels are available, if they do not work in a unified way, the experience they offer will not be omnichannel. Said experience, so that it is truly based on omnichannel, must be based on knowing and using each platform and device that customers use to interact with the company.
Although omnichannel and multichannel have in common that both try to bring customers closer to companies, there are factors that differentiate them.
The multichannel strategy is focused on having multiple communication channels, with the aim of using each of them and their characteristics in a different way. It is about adapting each format to the public that consumes it: brochures, newsletters, advertisements, brochures, web pages, banners, social networks, mass mailings, mobile applications, etc.
For example, when entering an online store from your computer, you can see the articles in great detail: images, descriptions, measurements, comparative tables, opinions of other buyers, discounts, etc. If this information, depending on the device used to access it or the platform that is consulted, does not appear with the same presentation, it is a multichannel strategy. By channels there are many, but they are not sufficiently integrated.
And the omnichannel strategy
It is the one that is based on creating an experience integrating the different channels that are available, regardless of the platform and device used. The performance is always the same, and therefore the shopping experience does not change.
With an omnichannel strategy, both online and offline, the same promotions are always announced (discounts, free shipping, months without interest. Each message is shared on the website, social networks, banners, brochures, posters, and sometimes, on radio or television advertising.
The concept, although it is becoming more widely known, is still recent in some sectors that, although they understand the general idea, do not know how to implement it in their business. If this is your case and you would like to delve deeper into omnichannel or know in more detail how to apply it to your company ask us: we will give you ideas.