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3 Differences between Omnichannel and Multichannel, Don't Get Mixed Up!

07 February 2023

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Intense business competition in the modern era has encouraged brands and companies to find the most effective marketing strategies. All resources are maximized, and various campaigns are prepared, but sometimes business people are also confused; which marketing strategy should be applied?

There are many kinds of solutions to increase sales, some of the most well-known are omnichannel and multichannel. Ever heard of this term before? At first glance, the two may sound similar, but in fact, they are not the same. To find out the meaning and difference between the two, see the full explanation below!

What is omnichannel?

As an opener, we need to know what omnichannel is. Judging from its name, this term comes from the word omni which means universal, and channel which means channel. In simple terms, omnichannel is a strategy to integrate various sales channels owned by a company to be able to connect more closely with customers.

You may have noticed that a brand has stores on several platforms, both online and offline. However, you can get detailed information on all these platforms in one place and are connected to each other. The easiest way to notice this is to open a social media account for your favorite brand, check the bio section, and if there is a link, click on it.

If they implement an omnichannel strategy, then you can find the official website or a selection of links to go to their store on various platforms. In simple terms, what the brand does can be said to be an omnichannel strategy.

What is multichannel?

After understanding the meaning of omnichannel, now we need to know what multichannel is. Although similar to the previous term, multichannel is clearly different. This term refers to a business model in which a company uses as many channels as possible to generate sales.

From the understanding and purpose alone it is different because there is no integration in this strategy. All channels will run individually and usually, this strategy can be found in various advertisements, radio, television, and many more.

The difference between omnichannel and multichannel

After understanding the two important terms above, you may still be wondering what is the difference between the two. To be clearer, please refer to the following explanation.

1. Number of channels

In a multichannel strategy, the number of channels owned by a company is very important. This is because multichannel views that the more channels it has, the higher the possibility of getting buyers.

The opposite happened to omnichannel. Instead of being number oriented, this strategy emphasizes integration between channels. This is because each channel has its own characteristics and not all of them match the character of the company or product being sold.

2. Objective

The next thing that is significant difference between multichannel and omnichannel is the purpose. A multichannel strategy focuses more on utilizing as many sales channels as possible, whether it's through physical stores to online. The more channels you have, the more customer needs can be answered.

This is again different from omnichannel; instead of numbers, the convenience of users to get information and make transactions on each channel is the main focus. For brands that implement this strategy, you will find that the content and information shared will always be consistent and have something in common on each channel.

3. Information provided

In a multichannel strategy, usually, the information shared by a brand will be different in each of its channels. Because there is no integration with each other, each channel seems to stand on its own and users may get different information from each of these channels.

This is of course different from omnichannel; because each sales channel has been integrated, the company will share the same information on all integrated channels. That way, all users get the same information regardless of which channel they view it.

Better omnichannel or multichannel?

After knowing the various differences between multichannel and omnichannel, which one is better two? For maximum customer service, of course, omnichannel is the answer. With good integration in every sales channel, brands will be able to provide positive experiences to customers. Customers will also find it easy to find information and make transactions. Because customers are satisfied, it is not difficult for businesses that implement an omnichannel strategy to get loyal customers.

Now you understand the difference between omnichannel and multichannel. For the implementation of integrated marketing and customer service strategies across all channels, immediately apply omnichannel to your business by contacting PT VADS Indonesia.

Armed with more than a decade of experience and a complete portfolio of collaborations with various large companies, VADS Indonesia is able to answer your business challenges to generate maximum impact from the omnichannel strategy. Interested in integrating all your sales and customer service channels? Call VADS right now!

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