Focus-on-multichannel, -cross-channel-and-omnichannel At a time when digitalization takes more and more importance in everyday life, marketing strategies have amplified the presence of companies on digital channels. In marketing, we talk about a channel to designate an interface either physical or virtual which aims to create a point of contact between a company and its customers. Today, we can no longer neglect the importance of digital: it is omnipresent and digital marketing is now essential! It is with this in mind that the marketing strategies put in place are also evolving. The single channel has indeed almost completely disappeared: we are now focusing on multichannel, cross-channel or even omnichannel marketing strategies. The customer journey has thus undergone a real revolution thanks to new digital tools. In this article, you will discover these different marketing strategies, illustrated by B2B examples. Multichannel at the beginnings of any digital strategy It is thanks to the development of new digital tools that the multi-channel marketing strategy has emerged. This consists of setting up new points of contact between a company and its customers: it can be a website, social networks, a physical store, a mobile phone, etc. companies with physical points of sale that decide to develop digital tools such as e-commerce sites in order to gain visibility. But the reverse is also possible, some e-shops have thus developed physical points of sale in order to facilitate product returns or withdrawals.

This strategy has now become essential and is implemented by the majority of Kuwait Phone Number List companies. However, the different channels remain independent of each other, without any possible interference, and this is the main limitation of this multi-channel marketing strategy. Although the use of these different channels simultaneously can increase the turnover of a company thanks to an optimized presence in the market, being each autonomous, these channels can compete against each other. Few companies today are satisfied with a single channel for their marketing strategy. The channels are multiplied by companies, in particular in order to gain visibility and cover the entire market in which they operate. Take, for example, the Metro company, a food and equipment wholesaler for professionals. This B2B company, since the democratization of the internet, is no longer content only to sell its products in the warehouses in which it is established. In order to meet the expectations of its customers and to avoid certain trips that could waste their time, Metro has developed a website on which the company makes direct online sales which are then delivered to the purchasing company. This new point of contact with companies, with a view to a multi-channel marketing strategy, The switch to cross-channel to link the different distribution channels To overcome this limit that is the independence of channels in the context of a multi-channel marketing strategy, the cross-channel has naturally been put in place . A cross-channel marketing strategy consists in making the customer journey more fluid by integrating all the channels used by a company, that is to say in making the different channels work together. Thus, with this strategy, the different channels become complementary and no longer independent of each other. The idea is to make it easier to switch from one channel to another and provide customers with a better shopping experience.

In B2B, the company Schneider Electric is a good example of the implementation of a cross-channel marketing strategy. Indeed, this company distributes its products in specialized supermarkets, such as Leroy Merlin or Castorama. In particular, it has a “My Schneider” mobile application which provides access to tailor-made services at any time, it also maintains a website where all of its products are listed, as well as the various services it provides. offers, it is also present and efficient on the main social networks … In short, this company provides its customers with various channels in order to streamline their purchasing journey and offer them the best possible purchasing experience. Omnichannel: the future of points of saleThe cross-channel has now entered the mores of companies and this marketing strategy is used by a significant number of them. But now, the time has come to implement an omnichannel marketing strategy, which consists of creating synergy between the different channels used. Consumer behavior has evolved, they no longer consume in the same way, are more demanding and their purchasing journey has become more complex, becoming much less predictable. Generally, we say that an omnichannel marketing strategy rhymes with connected stores.

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