Multichannel, Multi-Channel

When the distribution channels that serve a particular target market overlap.

The term Multichannel shopping, (or Cross-channel shopping) was initially used to describe the online to offline shopping, where shoppers would research a product or service online via keyword search or retail websites but choose to make their purchase at a bricks and mortar store. Multichannel/cross-channel shopping behavior can occur via offline to online channel, such as when a shopper examines a product at a retail location, but decides t purchase online for cost savings or a wider range of selection.

According to eMarketer estimates, 2007 store sales influenced by online research (also referred to as ‘web-influenced sales,’ ‘offline sales,’ or ‘precision shopping’) totaled $471 billion, 3.5 times higher than comparative retail e-commerce sales of just $136 billion.

Both eMarketer and Forrester Research highlight the growing importance of utilizing web marketing to reach cross-channel shoppers because of the appeal of cross-channels shopping to buyers; they can obtain a product immediately, see and touch it before they buy, and avoid shipping costs.

Multichannel conflict occurs when one distribution channel is perceived to have an advantage over another of the company’s distribution channels. And example is a company retail location that offers a product at a lower price than the same company’s product offered by a mass retailer.

See also:

Marketing Channel

Communication Channel

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