Multichannel Retailing

Multichannel Retailing means that a retailer offers its products via several sales channels - for example in the local shop, in the online shop, via an app or by telephone. For bricks-and-mortar retailers, this means that customers can find out about products online, reserve them and then pick them up in-store or buy them directly in-store. This also includes digital services such as self-checkout or mobile advice at the POS.
The aim is to offer customers the most convenient and standardised shopping experience possible - regardless of which channel they use to contact the retailer.

As part of the Multichannel retailing retail media is becoming increasingly relevant. As retailers now communicate with their customers via various channels, new opportunities are also opening up for the targeted placement of advertising - both for their own content and for adverts from third-party providers, such as the branded goods industry. This can take the form of personalised offers in the online shop or digital advertising space directly on the sales shelf. Retail media offers potential at the point of sale (POS) in particular, as digital media makes advertising visible, relevant and measurable. Retail media therefore adds another effective communication component to the multichannel strategy.

A consistent customer approach across all channels is crucial for success in multichannel retailing. With PRESTIGEenterprise from Online Software AG, retailers can centrally design and control their advertising content at the POS and transfer it to all digital and printed media in stationary retail - whether touch display, digital signage screen, poster or shelf label. This gives customers a standardised brand experience everywhere - regardless of whether they are shopping in-store, on their smartphone or on their PC.
The PRESTIGEenterprise software platform offers particularly good solutions for retail media campaigns in bricks-and-mortar retail. With retail media, retailers also have the option of an additional source of income, which refinances the screen investment and at the same time gives them control over the campaign content, which can be mixed with their own advertising content.