Multi-channel describes the possibility of offering trade (B2B and B2C) on several distribution channels at the same time. The channels that the respective provider makes available work alongside each other, but not with each other: the purchasing process cannot be continued across channels. This also includes the preceding information gathering (product research) and communication with the company (chat, email, telephone).
If, for example, a customer wants to return goods purchased online to a bricks-and-mortar store, this is not possible according to the multi-channel definition.
Prof. Dr. Niklas Mahrdt, Cologne University of Applied Sciences
Multi-Channel allows the customer to choose from different sales channels and to buy or order goods via a bricks-and-mortar store, an online shop or from a catalog. To ensure that the channels offered do not compete with each other, providers generally try to keep their offers and prices consistent across platforms; however, this does not correspond to reality due to varying degrees of success (assortment planning) – see the figures.
Important: Multi-channel requires at least two distribution channels, of which at least one covers online trade or e-commerce. In addition, the underlying technical systems run separately and the commercial transactions via payment service providers are processed exclusively for each channel. Further developments of multi-channel distribution are cross-channel, omni-channel and no-line commerce.
Further information on this topic can also be found at: Multi-Channel Sales: Opportunities and Risks and at Distance Selling.
Images Assortment Planning: cross-science.de
Teaser image: Daniel Iversen / CC BY 2.0