What is the mechanism of multi-channel and the merits of introduction?

In response to the diversification of lifestyles, multiple points of contact are required between companies and consumers. If you don’t have contact points that match various consumer behaviors, such as “frequently using SNS” or “knowing daily events with news apps”, you will miss sales opportunities.

Marketing that utilizes multiple channels among all channels that appeal to consumers, such as SNS, e-mail magazines, Internet advertisements, own websites, EC sites, stores, TV, newspapers, direct mail, etc., is called multi-channel marketing .

Simply using multiple channels will not lead to increased sales or other results. Results can be achieved by each channel working together to fulfill their respective roles. Best of all, you can improve the customer experience by coordinating each channel well.

In this article, I will explain the basic knowledge that I want people in charge who are considering using multi-channel in their company to know.

Table of Contents

Due to the diversification of consumer lifestyles, the use of media tailored to each consumer is attracting attention when communicating product and service information. Each medium is called a channel, and a marketing method that uses multiple channels is called multi-channel marketing . For example, I have the following channels:

For example, with multi-channel sales, consumers can choose between “stores” and “EC sites” according to their purchasing style. Businesses can expand their sales opportunities by offering consumers multiple purchasing options.

Cross-channel is a form of providing convenience to consumers by linking data between multiple channels. For example, coupons and points can be used at both “stores” and “EC sites”.

Taking cross-channel one step further, omni-channel is a format in which services provided by each channel are linked. For example, if the product you want to purchase is not in stock at the store but on the e-commerce site, the customer makes a payment at the store and the product is shipped from the e-commerce site’s inventory to their home.

As a foundation for future business expansion and service enhancement, it is important to operate multi-channel and accumulate know-how . When multi-channel operation know-how is accumulated, we will promote data linkage and service linkage so that we can provide consumers with even higher added value, aiming to operate as an omni-channel that integrates everything and provides seamless customer experiences. let’s

Multi-channel consists of multiple channels that match consumer attributes and behavior in any of the categories of sales, advertising, and communication described in the previous chapter.

The cost required for operation will also increase by the number of channels. In addition, we need a department or human resources that can coordinate multiple channels and make decisions about implementing measures.

For example, if you introduce sales channels such as physical stores, EC sites, and catalog mail order, each channel will function independently. In actual work, coordination work such as inventory confirmation is required, and manuals are coordinated by each person in charge.

The first purpose of multi-channel is to expand sales opportunities in response to diverse consumer behavior . In the case of store sales, there is a limit to increasing the number of visitors due to geographical restrictions. If you introduce an EC site in addition to store sales, it will be possible to acquire consumers who could not appeal due to geographical restrictions and restrictions on business hours.

The second objective is to improve customer satisfaction . For example, you can recognize the product on the EC site, directly check the product at the store and purchase it as it is, or conversely, check the actual product at the store and buy it at the EC site at your favorite timing. We provide an environment of choice. Increased customer satisfaction and increased loyalty.

“Differentiation from other companies” by utilizing these two purposes is the third purpose hidden in multi-channel.

Know the points to note when having multi-channel in advance so that you can build cross-channel and omni-channel in the future.

Inventory management can be complicated

Let’s assume that the inventory management of multiple stores and the EC site are not linked. When a consumer purchases a product at a store, the target product may not be available at the store, but may be in stock at another store or EC site. In order not to miss a sales opportunity, it is necessary to have an accurate inventory status. Manual work by the person in charge is required to grasp the stock situation, and the work load of the person in charge is generated. Inventory management becomes even more complicated when there are many products.

Decrease in store sales due to showrooming

The act of visiting a store just to check the product and then purchasing it on the e-commerce site is called “showrooming.” While it is easy to lead to a decrease in store sales, it is also a convenient purchase route for customers. Instead of reducing showrooming itself, it is important to build a system that is not bound by the conventional framework, such as cross-channeling and evaluating store purchasing assistance, promoting omni-channel and not managing sales at a single store.

Usabilla is a Dutch company that provides website, app and email testing tools. Since its founding in 2009, more than 20,000 clients worldwide use the company’s tools.

Usabilla has incorporated existing list data into our HubSpot platform and created multiple channels that are points of contact with users, such as “landing page creation”, “e-book”, and “product demo”.

As a result of continuously verifying and improving the effectiveness of each channel, we achieved the following results within 12 months.

• 40% of sales from inbound marketing
• 2x more leads
• Achieved 56% conversion rate on landing page

In addition, we were able to obtain a secondary effect of attracting highly skilled personnel without having to put up job advertisements.

In order to develop our business while building trust with our customers, our company HubSpot recommends the concept of “inbound”. I believe that this is a very important concept in terms of promoting multi-channel and achieving success.

Inbound is about providing value before receiving value from the other party. Instead of forcibly pushing our own products, we will use appropriate channels (SNS, flyers, stores, etc.) to transmit useful information to the other party, and if they are interested, we will build relationships from there. . In order to create such a trend, it is essential to first understand the customer.

Regardless of which channel is used, it is important to centrally manage and analyze consumer information such as consumer purchase information, behavior history on websites and e-commerce sites, and inquiry history. In other words, let’s analyze “what channels and what actions” individual consumers are taking, guess the needs that lead to the motivation of their actions, and take the optimal measures.

In order to infer the needs of individual consumers, a platform that supports data collection and analysis is essential. It is essential to develop a system that can centrally manage customer information from multiple channels using customer relationship management (CRM) tools.

However, the platform is just a tool, and how you use it will greatly affect your results. Here are some ways to get great results:

• Consider what value you can offer consumers across channels
• Decide on measures to provide value in each channel
• Implement measures based on the concept of inbound methods

By keeping the flywheel spinning, you can build good relationships with your customers, which in turn will lead to your company’s long-term growth.

In order to achieve great results with multi-channel, it is essential to operate each channel based on the inbound method. In other words, we anticipate consumer needs and take action to provide timely and appropriate information . Also, establish a business flow for conducting regular effect measurement of each channel and continuous improvement.

A customer relationship management (CRM) implementation is also essential for multi-channel operations. To build good customer relationships and achieve long-term growth, it’s important to keep the flywheel spinning with a customer relationship management platform .

In addition, if the issues are clarified while achieving results with multi-channel, consider introducing cross-channel or omni-channel that reflects the know-how accumulated in multi-channel operation.