Multichannel-Marketing

Multichannel marketing or multi -channel strategy is the strategic approach of trade and service providers to achieve the (potential) users at several different communication channels and is the logical continuation of the use of different advertising channels now in the form of providing different communication and distribution channels.

With the widespread use of mobile devices and the slogan of " Everywhere Commerce" has found its way into the press. The term references both e-commerce and on the other hand to the fact that customers can always and everywhere to go into a purchasing decision process.

Forms of distribution

While in former times the dealer his goods in the store (stationary point of sale) and / or peddling in the form of the "flying beings " ( mobile point of sale), came with the technical development of other forms of distribution added:

• Catalog and mail-order: The customer is looking for from a catalog of the desired goods and ordered in writing or by calling the dealer, delivery is by mail or courier service.
• Teleshopping: The customer gets in radio or television broadcasts goods offered and ordered ( by phone normally), delivery is by mail or courier service.
• Internet Shopping: The client is looking for on the website of the merchant from the desired goods and ordered by phone or in writing - usually in several steps via a Web form - delivery is by mail or courier.

When multi-channel sales distribution channels remain commercially; organization and logistics separately. Only at the cross -channel distribution channels are linked, see in particular Click and Collect! When omni-channel distribution occurs even for uninterrupted continuation of sales transactions over apps, web pages, shops etc.

Multi -channel strategies

In addition to trading, for which alternative distribution channels are of course long ago, find service companies increasingly multi-channel strategies. In contrast to trade any goods are delivered here, but discussions or contracts offered or information provided. Examples of this are:

• Bank branches with personal advice by an employee
• Machines with different services like payment, deposit, transfer, information, ...
• Online banking via the Internet with the services payments, account information, ...
• Mobile banking for example for the detection of exchange orders or transfers, for information services
• Automated Phone Banking with voice navigation.

Purposes

The strategy of multiple channels to the customer follows the demands of consumers to be independent of specific, pre- recorded contact paths. Many consumers want the one hand, not be dependent on specific opening times (for example, bank branches ), on the other hand, but not totally dispense with personal, at least telephone consultation. Instead, choose the dealer or consumer service for convenience and availability of those products and would like to have a choice between traditional and innovative channels to get in touch with the company. The implementation of a multi-channel strategy is thus the flexibility characteristic of a company. There is generally, however, the risk of cannibalization of sales channels. It is assumed that the revenue shifts, for example, of a branch by the simultaneous use of an online store for the benefit of online trading. However, such an effect can be observed only in a very limited degree, such as a study conducted by ECC Handel comes to the conclusion that only replaced every tenth purchase on the Internet a purchase in retail stores.