In the context of the current strong development of e-commerce, multi-channel selling becomes an effective retail trend as the media grows and gradually changes the way consumers buy goods. . If before, when making a purchase, customers had to go to retail stores, then when social networks develop, customers can buy goods in many different channels, such as Website, Facebook, Zalo, e-commerce platform, etc. … That is why sellers need to develop an omnichannel sales model to easily reach customers.
Multi-channel selling has 2 forms: Multi Channel and Omni Channel and many people often confuse these two forms. The following article will clearly show the difference between these two forms.
1. Multi Channel
Multichannel is a sales model using many different channels, be it Online or Offline. In which, the 5 most popular sales channels are:
- – POS – traditional retail point
- – Social networks – To promote businesses and sell directly on Zalo, Facebook
- – Website – Brand introduction channel and direct professional sales
- – Mobile app (mobile app) – sales via smartphone platform
- – Affiliate – Sell through a network of collaborators or through other websites
Multi-channel form – multi-channel sales, but each sales channel usually has a separate business and management system, there is little integration between channels, so this model has no linkage between channels. For example, sometimes promotions and product information changes won’t be synchronized across sales channels. Therefore, this form will bring some limitations for both sellers (businesses) and buyers (customers).
- – Customers: interruptions, inadequacies in the purchasing process. For example, Mr. A is looking to buy a shirt at store X on the store’s online channel, but cannot buy it because the item has not been restocked on the sales website. (lack of constant updating of information)
- – Enterprise: there may be a conflict of interest between sales channels
Therefore, it can be seen that in order to operate sales channels smoothly and effectively, Multichannel requires businesses to spend a lot of time – resources and costs to operate sales channels seamlessly, which can make businesses lose money. Enterprises have difficulties in management and do not really optimize sales efficiency.
2. Omni Channel
Unlike MultiChannel, which not only puts products on many channels and sells them, Omnichannel with the philosophy of “Putting customers at the center” has optimized the process of approaching customers through sales channels, specifically all data. Business data (products, customers, inventory, promotions, order fulfillment, ..) from offline to online channels are synchronized and managed on a single system.
Enterprises will update and manage all business activities at one platform instead of having to spend management manpower on each separate channel. Effective sales channels include social networks (Facebook, Instagram, Zalo,…), stores, websites, and e-commerce platforms such as Shopee, Lazada, Tiki,…
Compared with Multichannel, the unified management of Omni channel brings many advantages:
– For customers: Deliver a consistent experience for customers every time, and help businesses manage their business more easily, as well as save more resources and time.
– For Businesses:
- – Provide businesses with a complete picture of inventory, transportation, cash flow, … so that they can predict more accurately and easily make decisions for future plans.
- – Make it easy to measure the performance of each store, compare stores with each other, support each other in the online distribution chain to boost revenue for businesses.
It can be seen that it is because of these outstanding advantages that many large enterprises – large companies have chosen to apply Omnichannel and succeed such as Unilever, P&G, Vinamilk, AEON,…
Not only the “big guys” mentioned above can apply Omni Channel, but any e-commerce business that owns many online channels from website, facebook or sells on e-commerce platforms should consider. the use of Omni Channel system to save time and effort to control the business. Investing in technology is a prerequisite for going the long way and making a breakthrough in business.
3. GAPONE x HARAVAN: The ultimate solution for businesses to compete on the e-commerce race track
With the ability to synchronize and identify all information from products, orders, customers, inventory,… in the entire network of stores and warehouses with 100% accuracy, Omni-channel sales system , Omnichannel centralized management at Haravan will help retailers save time, effort and cost but achieve outstanding efficiency when implementing omnichannel business.
GAPONE is currently a partner of Haravan, providing Automated Marketing Solutions for hundreds of businesses on this platform. When e-commerce businesses are facing many challenges and problems when selling omni-channel, GAPONE will bring an effective multi-channel marketing solution to “touch” the best customers, and at the same time optimize all sales opportunities. as well as revenue. HARAVAN and GAPONE are the perfect duo to give you the best advantage, putting your business at the top of the table in the fierce e-commerce race.