What’s the Difference Between Multichannel and Omnichannel?
The lines are so blurred here, and the debate so frequent, that we want to help draw a distinction between the two. At their core, there does not appear to be much of a difference. Take their definitions for instance:
Multichannel marketing refers to the ability to interact with potential customers on various platforms. A channel might be a print ad, a retail location, a website, a promotional event, a product’s package, or word-of-mouth.
Omnichannel refers to the multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless.
Upon first glance, it seems as though the aim of each approach is to interact with consumers via an assortment of different channels, but although the terms may appear to be only subtly different, the true meanings and resulting strategies lead companies down two distinctly different paths.