What is omnichannel?

Omnichannel is well known in e-commerce. It means to interact and sell goods or services via different channels. The basic principle of omnichannel is to take actions that are unobtrusive, client-friendly, and tailored to their needs. Those who search for products in the e-commerce shops, brick and mortar stores, mobile apps, or social media (such as Facebook or Twitter) expect a concise offer in terms of prices. In today’s article, I’ll explain what is omnichannel in practice and what is worth noticing when using omnichannel. Moreover, I’ll introduce some of the most effective sales channels.


How to start?

To implement a multichannel strategy retrace possible paths that a client could follow looking for a certain good or service. Every way to find the necessary information to make a purchase can be different and go through a lot of channels, with various combinations. The most popular sales channel is an online shop and brick and mortar, applications, social media (e.g. Facebook Marketplace).


What needs special attention?

Plan actions to make it easy for the client to seamlessly flow between different forms of interaction with a product or service. In practice, it means to analyze what competitors do and adjust pricing policy in a way that price matches in all your channels (online store, brick and mortar store, etc.) In other cases, the client can feel tricked and resign from the purchase and turn to a competitor’s offer.

To sum up, besides adjusting the pricing policy to get a prospect that turns to a happy client it is important to nourish the brand’s loyalty and trust. All is possible to do by having clear rules that make the purchase process easy.


Click and collect

Click and collect option is a strategy that a lot of shops (especially electronics shops like Newegg, Media Markt, or Conrad) use. This option makes it possible to purchase online or via phone. The system has more benefits than selling online. It is more comfortable and the client can touch and see the good. Clients in direct contact can buy additional goods such as accessories, especially when the seller is communicative and has persuasion skills.

To sum up, implementing the omnichannel strategy means using more than one sales channel when contacting a client. It doesn’t mean that clients have to use all available channels. Implement fewer channels but in the right way so your recipient has a smooth journey across them.


Monitor prices in omnichannel!