What is multi channel retailing?

Open shop sign

When it comes to retail, there’s no one-size-fits-all approach. However, in order to reach the biggest audience and make the most sales, retailers are beginning to employ multi channel retailing strategies. But what is multi channel retailing, and how can it benefit your business? Keep reading for everything you need to know.

Defining multi channel retailing

Simply put, multi-channel retailing is the selling of goods and services through multiple sales channels. This could mean having a brick-and-mortar store as well as an online store, or utilising both paid and organic search to reach potential customers. The key is to meet customers where they are and make it easy for them to purchase your products or services in the way that they prefer. The key to successful multi-channel retail is providing a consistent brand experience across all channels and integrating the various channels so they work together seamlessly.

The benefits of multi channel retailing for businesses.

Multi-channel retailing offers many benefits, such as increased reach, sales and brand awareness for businesses. By being present on multiple channels, businesses can tap into new customer segments and create a more seamless customer experience overall. Additionally, businesses can use data from these sales channels to get a better understanding of their customers and how they shop. This data can help improve marketing and product development efforts as well as provide insight for inventory management to optimise profits.

The benefits of multi channel retailing for customers

Multi-channel retailing offers several advantages for customers. For one, it allows them to shop around and compare prices across different channels before making a purchase. Additionally, it gives them greater flexibility in terms of how and when they want to shop – whether it’s online, in store, or through a mobile app. And finally, it provides a more personalised shopping experience, as customers can receive targeted recommendations based on their previous shopping behaviours.

Overall, multi-channel retailing provides a more convenient and enjoyable shopping experience for customers. It’s also worth noting that businesses who adopt multi-channel strategies tend to see significant rises in customer satisfaction and loyalty.

Getting the most out of multi channel retailing through order fulfilment

There’s no doubt that multi channel marketing strategy is the future. Consumers today are used to being able to shop around conveniently and compare prices before making a purchase, and they expect to be able to do that no matter where they are or what device they’re using. That means retailers need to be present on as many channels as possible in order to reach their potential customers.

But selling on multiple channels comes with its own unique challenges, particularly when it comes to managing inventory and fulfilling orders. That’s where 3PL order fulfilment comes in. By working with a third party order fulfilment provider, retailers can outsource the day-to-day management of their inventory and shipping, freeing up time and resources to focus on what matters most – creating the best products and services possible and engaging with customers.

How to implement a successful order fulfilment strategy across multiple channels

An order fulfilment strategy is a plan for ensuring that orders are fulfilled in a timely, accurate and efficient manner. There are a number of factors to consider when developing an order fulfilment strategy, including the types of products being sold, the channels through which orders are placed, the geographical location of warehouses and distribution centres, and the available transport options.

An important first step in implementing an effective order fulfilment strategy is to understand customer expectations and then find a way to meet those needs through your fulfilment process. Second, you need to streamline your process so that it is as efficient as possible. And finally, you need to constantly monitor and improve your process so that it continues to meet your customer’s needs.

Tips for improving your multi channel retailing and order fulfilment operations

There are a few key things to keep in mind when looking to improve your multi channel retailing and order fulfilment processes:

  1. Ensure that your inventory is synced between channels – This will help ensure that you don’t oversell products on one channel and undersell on another, and it will also help you avoid running out of stock on any channels.
  2. Use an order management system – This will help you keep track of all orders across all channels, and it will make it easier to process returns and refunds.
  3. Use a fulfilment partner that is experienced in multi channel retailing – This will ensure that your orders are processed quickly and efficiently, and it will help minimise wrong or slow orders.

Pitfalls to avoid when implementing a multi channel retailing and order fulfilment strategy

Pitfall #1: Not creating a cohesive customer experience across channels

When customers interact with your brand across multiple channels—such as your own eCommerce store online, physical brick and mortar stores, and over the phone—they should have a similar experience. If not, they may become confused or annoyed. This can lead to lost sales and decreased customer loyalty.

Pitfall #2: Failing to track inventory or sales data accurately

It’s critical to track inventory and sales data across all of your channels in order to make informed business decisions. For example, if you notice that a particular product is selling better online than in stores, you might want to consider increasing its availability online. Alternatively, if a product is selling better in stores than online, you might want to optimise the product pages across your different sales channels for better visibility.

Benefits of using a 3PL provider for multi channel retailing

A 3PL provider can help you manage your inventory and fulfilment for your multi-channel retail operation more efficiently and cost-effectively. Here are some of the specific benefits a 3PL can provide:

Increased Order Accuracy – A 3PL can help ensure that your orders are accurately filled and processed, reducing the likelihood of errors and returns.

Improved Fulfilment Speed – By outsourcing your fulfilment to a 3PL, you can speed up the process by taking advantage of their logistics network and infrastructure.

Reduced Costs – When you partner with a 3PL, you can benefit from their economies of scale, which allows them to offer lower rates than if you were to fulfil orders on your own

Better Customer Service – With a 3PL, you’ll have more resources to handle order fulfilment quickly and accurately, which will lead to better customer satisfaction.

Greater scalability – A 3PL can help you grow your business by providing the additional capacity and infrastructure you need as your sales increase.

If you’re looking to expand your multi-channel retail operation, it’s definitely worth considering a 3PL provider.

Tips for using a 3PL provider successfully

Using an order fulfilment provider for your multi channel retail operation clearly has a wide number of advantages. However, in order to have a successful partnership, it is important to do your research. Compare pricing, services offered and reviews from other businesses that have worked with 3PL providers before making a decision on whether the provider is a good fit for your business. Be clear about your needs and expectations and make sure the provider understands what you’re looking for and is able to meet your requirements.

Once you have come to an agreement, establish a good working relationship with your provider. Communicate regularly and be open to feedback so that everyone is on the same page when it comes to shipping and fulfilment. It can be difficult to hand over control over so many aspects of your business but remember that they are professionals. Trust your order fulfilment provider to do their job well but also compare actual results against what was expected in order to ensure accuracy and quality control, and be sure to bring up any issues or aspects of the operation that you are unhappy with. Communication is key to a successful business.

Final comment

Multi channel retailing is becoming more and more popular, as businesses look to offer their customers a better shopping experience by giving them multiple ways to buy. In this blog post, we’ve covered what multi-channel retailing is, the benefits of using it, and how to get the most out of it through partnering with an order fulfilment provider. If you’re looking for help setting up or improving your own multi channel retailing operation, don’t hesitate to get in touch with James and James Fulfilment today. We have years of experience helping businesses just like yours succeed with multichannel retail, and we guarantee that we can help you too!