Omnichannel vs multichannel: What’s the difference?

For established retailers, the challenge isn’t just being present across multiple channels but integrating them effectively to drive conversions and brand loyalty. That’s where the difference between multichannel and omnichannel strategies gets interesting.

So, how does omnichannel stack up against multichannel? Let’s break it down.

The terms ‘omnichannel’ and ‘multichannel’ are sometimes (mistakenly) used interchangeably, and although both approaches aim to engage shoppers across multiple platforms, the key difference is how these channels are interconnected.

What is omnichannel?

Omnichannel is all about delivering a strategic, unified and integrated approach to your customer experience via your sales and marketing touchpoints. For example, a customer might browse shoes online, receive a personalised email with a discount code, and then visit a brick-and-mortar store, where the sales assistant may already be aware of their preferences and size.

Key features of omnichannel commerce include:

• Consistent brand messaging and experience across all channels
• Real-time synchronisation of data (stock, pricing and customer profiles)
• Personalisation based on customer behaviour across platforms
• Cross-channel functionalities, such as buying online and collecting in-store
  
  

What is multichannel?

Multichannel, on the other hand, refers to selling across multiple platforms - such as your website, social media, marketplaces, and physical stores - but often without full integration between them.

Each channel operates independently, meaning customer data, products, and marketing efforts are fragmented. While this can be effective, managing channels separately can have an impact on the overall customer experience.

For example, a shopper might see an ad for shoes on Instagram, receive an email from the same brand promoting shoes they’re not interested in, and then discover that the prices on the online store don’t match the prices shown in the ad and email. This not only risks frustrating customers, but can also cost your business sales.

In short, while multichannel marketing focuses on maximising reach and revenue through various platforms, omnichannel marketing prioritises a consistent, familiar and personalised experience across all channels.

The key difference between the two

Although both marketing terms involve the use of multiple channels in your marketing strategy, there are headline differences which include:

Omnichannel isn’t just about being present on multiple channels - it’s about making those channels work together to provide a frictionless journey for your customer. While omnichannel requires more effort upfront, the long-term gains in customer retention, efficiency, and growth make it a worthwhile investment.

How Visualsoft can help you on your omnichannel journey

With over two decades of experience in eCommerce, we’ve worked with brands across various industries to implement strategies that drive real growth. With Visualsoft, you can expect:

• A fully managed service: combining technology with hands-on consultancy
• Proven success across multiple sectors: from fashion to homeware and beyond
• A dedicated team of experts: who stay ahead of the latest trends, so you don’t have to

It's worth remembering that omnichannel isn’t an off the shelf product. That’s why we take the time to understand your store from top to bottom. Building a personalised approach specific to you, ensuring your strategy aligns with your brand’s unique needs.

Ready to kickstart your omnichannel strategy? Get in touch with us to discuss how we can build a powerful strategy tailored to your business needs.