What different between omni- channel and multichannel and How important about omni-channel to marketer ?

In an ever-changing digital era, from desktops to smartphones and tablet computers, from e-commerce sites to mobile applications, and even brick-and-mortar stores, the purchase path often hovers between multiple channels and devices. Hence, today's customers' journey is hard to predict. Marketing retailers need to reach more shoppers by building strategies in order to give customers a memorable, seamless experience at each touchpoint.

According to WIRE (2016), the data from the International Council of Shopping Centers, "39% of shoppers plan to use BOPUS (buy online, pickup in-store) option." Another data indicated that about 56% of brick-and-mortar transactions are traded by digital engagement. Besides, more and more consumers are choosing to shop online and pick up in their actual locations(Deloitte United States, 2016). With the development of digital technology and today's marketing strategy, marketers need to be more familiar with omni-channel and multiple channels which are very different strategies of marketing. However, both of omni-channel and multichannel are focusing on reach consumers and attract potential customers. This article will discuss what different between omni-channel and multichannel and how important about omni-channel in our current commerce climate.

What is the Difference Between Multichannel and Omni-channel?

Source: (One world wallets, 2018) 

There has been much discussion about the definition of multichannel and omni-channel. As both multichannel and omni-channel function continues to develop and expand, so does the definition of multichannel and omni-channel.

Definition:

Multichannel:

According to Becker (n.d.), multichannel marketing refers to the ability to interact with potential customers on different platforms (e.g. a web store, marketplaces, and social media). Multichannel can be print advertising, retail locations, websites, promotions, product packaging or word-of-mouth. 

Omni-channel:                                                                                 

Criteo (2017), omni-channel marketing is the goal of marketers to deliver a consistent, personalized experience for shoppers across all channels and devices. The principle of omni-channel marketing is base on shoppers, not channels. In order to make the shopper experience more comfortable, which means consistent omni-channel interaction, no matter where or how customers interact with marketer be open-ended and seamless.

Why is omni-channel strategy more critical than multichannel?

 Figure 1: which of the following places have purchased from in the last six months? (source: Big-commerce, 2019)

With the wave of popular culture and the tendency to interact with brands on social media platforms, Generation Z is considered influencers of purchasing decisions. Older generation family members could be affected by Generation Z. In other words, grandparents, parents and other family members attach essential to the value of Generation Z children. Moreover, customers become less able to try and touch products before buying them. On the contrary, brand coverage, the impact of social media and the changing lifestyle have already changed the customers' journey. One-click purchase on shopping app or social media platform has already win Generation Z attention. (Wallace, 2019). Due to Generation Z become the significant influencer of the purchase decision and lifestyle changed, people more dependent digital tool than ever before. Therefore, omni-channel is more interactive with customers than multichannel, without any form or location.

Omni-channel Case study: How Burberry use Omn-ichannel Strategy to increase customers relationship?

Burberry is a luxury fashion brand. With the rise of the digital age, Burberry realized that digital marketing tool is important and Burberry build many omni-channel during 2018 and 2019.

"In 2018, 100% of growth in the luxury market was driven by Generation Z and millennial consumers" ( Burberry Annual Report 2018/2019, 2019).

Source: (GQ, 2019)

They collaborate with Instagram to develop Instagram Checkout to the world among young generation. Moreover, They also promotion their whole catalogue and make their product could be bought on WeChat. In September 2018, Burberry created a new product line "B Series". Burberry continues collaborate with Instagram and other social channels and make a new rule to this series, customers only available to purchase in social media channel, and only in 24 hours on 17th of each month. Using a limited timeframe strategy is popular among streetwear brand, but not common in the luxury brand.

Source: (Brilliance, 2019)

According to Brilliance, (2019), due to limited timeframe, omni-channel could increase engagement on the brand, and campaign could create relationships and anticipation deeper and continued. Furthermore, as Burberry Annual Report 2018/2019 shows that digital tool has never been vital in luxury brand than before. "B Series" has successfully proved that limited timeframe product is popular and reach new and younger customers for Burberry (Burberry, 2019). Therefore, using creative omni-channel strategy could effectively increase interaction and awareness among customers.

Conclusion:

Omni-channel marketing and multichannel marketing are two unique strategies designed to engage consumers and potential consumers by many different channels. Because we are now in the digital era, marketers should focus on omni-channel marketing strategy and increase the creative approach to reach more customer and increase revenue in the future.

Reference List:

Becker, M. (n.d.). The Differences Between Multichannel & Omnichannel Marketing | Emarsys. [online] Emarsys. Available at: https://www.emarsys.com/resources/blog/multi-channel-marketing-omnichannel/ [Accessed 8 Jan. 2020].

Beroeinc. (2019). [online] Available at: https://www.beroeinc.com/blog/omni-channel-advertising-boon-or-multi-faceted-challenge/ [Accessed 8 Jan. 2020].

Burberryplc.com. (2019). [online] Available at: https://www.burberryplc.com/content/dam/burberry/corporate/oar/documents/Burberry_201819-Annual-Report.pdf [Accessed 8 Jan. 2020].

Barilliance. (2019). 2019 Omnichannel Retialing Strategy Case Studies, Strategies, & Tactics. [online] Available at: https://www.barilliance.com/omnichannel-retailing-example-guide/ [Accessed 8 Jan. 2020].

Criteo. (2017). Omnichannel vs Multichannel Marketing: The Key Differences | Criteo. [online] Available at: https://www.criteo.com/insights/omnichannel-vs-multichannel/ [Accessed 7 Jan. 2020].

Deloitte United States. (2016). Deloitte study: Digital influence redefines the customer experience — Press release | Deloitte US. [online] Available at: https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/deloitte-study-digital-influence-redefines-customer-experience.html [Accessed 8 Jan. 2020].

GQ. (2019). [online] Available at: https://www.gqindia.com/content/riccardo-tiscis-new-burberry-b-series-drop-coming-hot [Accessed 8 Jan. 2020].

One world wallets. (2018). What is Omnichannel [online] Available at: https://oneworldwallets.com/2017/11/09/what-is-omnichannel [Accessed 5 Jan. 2020].

Wallace, T. (2019). Omni-Channel Retail Is The Future of Commerce (2019 Data + Trends). [online] The BigCommerce Blog. Available at: https://www.bigcommerce.com/blog/omni-channel-retail/ [Accessed 7 Jan. 2020].

WIRE, B. (2016). ICSC Forecasts 3.3 Percent Growth this Holiday Season. [online] Businesswire.com. Available at: https://www.businesswire.com/news/home/20161004005796/en/ICSC-Forecasts-3.3-Percent-Growth-Holiday-Season [Accessed 8 Jan. 2020].