Multi-channel vs. Omni-channel

Digital Marketing expert Stacy Schwartz summarises the difference pretty well in an article for eContent Mag:

"The difference between multichannel and omnichannel really comes down to a company’s approach to digital channels… Companies [focusing] on maximizing the performance of each channel have a multichannel strategy… An omni-channel approach puts the customer, not corporate silos, at the center of its strategy"

Multi-channel is good for reaching out, but bad for engaging.

• Limited integration between the channels
• Repetitive steps across different channels
• Inconsistent brand voice
• Some channels might be high cost yet low impact (e.g. different social media outlets)

VS

Omni-channel is about funneling all customer touch points into one experience.

• Consistent branding online and offline
• Customer service without multiple interactions, saving time and worry
• Trusted brand value across all devices
• Save time and resources; align teams in-house.

An omni-channel approach saves you money, increases your revenue, and keeps your reputation in great shape.

The problem with a multi-channel approach

Some problems you might face with multi-channel thinking are:

Web/mobile site and app = non-compatible- What’s available on one might not appear in the other, and vice versa. The result? Frustration.

Repetition bores the customer- A customer contacts customer service through your website. They don’t get a response so they call the customer service team. No one can find the original contact as the channels don’t align. Say goodbye to that customer.

Wasteful spending and resources- With so many different channels, you need different teams doing different things. Customers feel the inconsistency, and your budget too.

Different products in different places- If your categories aren’t replicated across all of your outlets, customers may not find what they want.

Different branding on different channels- Your Facebook page looks nothing like your Twitter. Both of those don’t even look like your website or store. The customer has no idea what your brand really is.

Overall- Customers become frustrated. Trust is lost and your reputation is damaged.

The solutions a trusted omnichannel experience provides

Keeping alignment across a business is tough internally, let alone externally. But it can be done, and it’s the best way to assure an excellent experience for your customers. ‘Omni-channel’ isn’t a buzzword - it provides real solutions.

Boost brand discoverability - Omni-channel removes distractions by building a seamless commerce experience, thereby improving conversion AND customer experience.

Lessen leakage - All channels interact with one another, reducing abandonment as there’s less chance for a weak link in your communications chain.

Strengthen your brand - Use the same colours, the same logos, and create the same brand feel. Ultimately this leads to a smoother, connected customer experience.

Build a reputation with reach - If your reputation is shown across all of your communications - Trustpilot offers subscribing customers the TrustBox to do just this - everyone knows what to expect from you right away.

See which channels perform best - Take a holistic reporting view to optimise your channel mix - if Facebook is performing better for you than Twitter, divert your budget there.

Increase retention rate With a stronger brand comes something money cannot buy - brand advocates. The stronger your advocates, the more attractive you become to others.

Why trust matters in the omni-channel world

In the traditional retail environment, the consumer had one purchase channel, and therefore had few chances to make a judgement about the reputation of the seller.

In the omni-channel environment however, there are more brand moments - moments where the consumer decides whether to trust your brand or try an alternative. It’s here that trust between the retailer and consumer is everything.

Establishing trust is essential. The more you can show your earned reputation across all your channels, the quicker consumers will trust you, and the more recognisable you’ll become. To gain trust in an honest way, sign up to a trusted third party review site.

On your website

For online businesses, the website can be the first and the last touchpoint in the purchase journey, so it’s essential to establish a trusted reputation here.

With 61% of consumers reading online reviews before making a buying decision, showing genuine reviews on your site prevents basket abandonment and increases site conversion.

If you collect reviews with Trustpilot, we offer a range of TrustBoxes that fit seamlessly into your website, displaying your feedback to the right people and in the right place.

All companies reviewed on Trustpilot get a TrustScore - a score out of 10 which is determined by averaging the ratings you receive in your customer reviews. This is represented on an attractive five-star rating scale, and Trustpilot customers can choose from different designs that help them share this info.

Mobile and app

Purchasing decisions are increasingly made on the move when consumers have less time and more distractions.

It’s therefore key that, through whatever mobile channel people find you, trust is evident right away.

And, if your customer has bought from you through their mobile device, it’s important that they know how to review you quickly too. (Trustpilot customers can live safe in the knowledge that their Trustpilot profile is mobile-friendly.)

And don’t forget to align your branding across your mobile and desktop site either! Sounds simple, but it’s an important step to provide an integrated customer experience.

Social media

Social media is more than just cat pictures and hipster Instagram filters.

Research from Pew claims that 74% of online adults use social networking sites. Social sharing is the modern retail equivalent of gossiping locals in the greengrocers, and the chances are that your customers are speaking about you.

Trustpilot customers can share reviews on their social media channels, letting social media users know that you’re reliable right from the start. Use the opportunity to build brand advocates who will promote your brand to their network.

In-store(if you have one)

When a product has been purchased, encourage the customer to give their honest feedback online to capture the real-time retail experience.

You could even put a custom link, through Bitly for example, to your Trustpilot profile so customers know exactly where to turn.

Your store is a great place to showcase your reputation too. Take up-to-date shots of your TrustScore - either the score rating or the star rating - and spread them around your store where necessary to improve sales conversion.

That way your reputation is visible when people go to your Trustpilot profile page, when people look for you in search engines, and in your store. It’s simply consistent and integrated.

Ready to build a trusted omni-channel experience?

By now you should understand the importance of trust in the omni-channel environment. If not, back to the top you go!

The best way to start the trusted omni-channel process is by getting your customers on board.