The term Multichannel Marketing implies the use of more distribution channels for customer contact with the goal of reaching different customer groups and diverse sales channels.
Multichannel Marketing implies selling products and services both via more stationary and unsteady channels for the retail industry. These channels are linked with one another with the goal of generating positive reciprocity for the entire company.
Strategy in the Retail Industry: Multichannel Marketing
The concurrently parallel use of various distribution channels with Multichannel Marketing supports retailers with the integration of new, innovative communications channels and promotes customer loyalty.
Two thirds of all German consumers inform themselves first online before deciding on a purchase – with the help of search engines, portals and product and price comparison sites. Valuable customer potential that retailers give away for free on the Internet.
The multi-optional consumer demands Multichannel Marketing contact. It is only possible to meet customers from one cast in this manner, barrier-free outside of the stationary store, escort them to the store and then actively address them in the store in line with Multichannel Marketing campaigns.
One software platform for many channels
Digital media lend themselves especially well for communication in the store, whether it be large format screens with Instore TV or video walls or in the form of mobile devices such as smartphones or tablets. This allows for the perfect interlocking of contents from different channels, since customers do not use the channels today as alternatives, but in parallel.
With Digital Signage Software, for example such as the software platform PRESTIGEenterprise, campaigns can be picked up from the Internet and from television using defined automatisms and further applied in the point of sale.
In addition sales relevant and supporting images and prices can be synchronized by it with the online shop. The management of the sales channels and stores allow themselves to be controlled comfortably via this one system.
The advantage of Multi Channel Marketing
Addressing customers at various contact points and making them aware of the organization, the offers and services improves the recognition of products and brands, and boosts sales in this manner. In addition, customer information can be elevated in different sales channels and exchanged between them.
In this way it is possible to get to know one’s customers better, advertise more according to target audience and customer-specifically adapt the product line. The heightened customer orientation brings with it an increase in customer satisfaction. One presences on various channels has a positive effect on the purchase and repurchase frequency and thus on sales.
Software solution for Multichannel Marketing
In order to live up to high requirements, a professional software package is indispensible for the planning, controlling and distribution of marketing campaigns on the various media and their content support.
The software platform PRESTIGEenterprise supports your Multichannel Marketing on digital as well as printed media, at the POS as well on mobile output devices. It gives the stationary store the ability to connect the online and real world professionally with each other, and is specialized for the daily working requirements of the retail industry.
