Omnichannel vs. multichannel: How to know the difference

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The omnichannel vs. multichannel debate has long left businesses wondering which approach fits their marketing strategy best.

Multichannel marketing leverages multiple platforms, each operating in isolation to connect with audiences. In contrast, omnichannel marketing integrates these platforms, creating a unified and consistent customer experience across every channel.

Having clarity about which strategy to use can result in better opportunities, satisfied customers, and campaigns that hit the mark.

In this article, we’ll break down omnichannel strategy vs. multichannel, explain what each entails, explore some of the best examples, and discuss how to choose the right one for your business. 

Let’s begin.

What is omnichannel marketing?

Like multichannel, omnichannel involves multiple channels for customer engagement. In the case of omnichannel marketing, however, all marketing channels are integrated with each other to create a unified customer experience across the board.

This means that with omnichannel, customers can seamlessly move between channels on their journey with your brand. Whatever marketing material they see when they visit your website, Facebook page, brick-and-mortar store, or any other channel will be unified around a single message or concept.

What is multichannel marketing?

Multichannel marketing involves using more than one media channel to communicate with customers and prospects. These channels can include TV, print, social media, email, billboards, display ads, and more.

However, unlike omnichannel, these channels aren’t necessarily integrated with each other. For example, the content and style of your Facebook ad might be completely different from those of your promotional emails.

Since each channel functions separately, customers need to go to that specific channel to find the information they want. Here is an illustration of various channels of multichannel marketing:

How does omnichannel marketing work?

Here are a few simple omnichannel marketing examples that might help paint a clearer picture:

• A customer gets a text message about a promotion while shopping in-store
• A shopper is retargeted on Instagram with the product they abandoned in their online shopping cart
• A promotional email alerts subscribers to check their mailboxes for a physical postcard with discount coupons

As you can see from these examples, omnichannel marketing involves integrating multiple channels, all working together to create a rich, consistent experience for your customers.

What’s more, with an omnichannel marketing approach, you can also get a unified view of your customer interactions across multiple touchpoints.

How does multichannel marketing work?

It all starts with developing a marketing strategy based on in-depth research.

The goal here is to expand the brand’s reach and maximize conversions by using multiple channels.

While marketers develop channel-specific marketing strategies, there is no attempt to integrate the strategies or the channels.

The typical steps involved in designing a multichannel marketing strategy include:

• Identifying the target audience and creating a buyer persona
• Selecting relevant channels to reach the target audience, such as:
  • Retail storefronts
  • Content marketing
  • Email marketing
  • Mobile marketing
  • Social media
  • Direct mail
  • PPC ads
• Developing tailored marketing messages for each channel
• Tracking the performance of each channel separately
• Adjusting the strategy for each channel

Omnichannel vs. multichannel – what’s the difference?

Even though omnichannel and multichannel seem similar on the surface, they have major differences that affect the way customers see your company.

The key difference between omnichannel and multichannel is the focal point of your marketing strategy.

Omnichannel marketing takes a customer-centric approach while using all available media channels.

Multichannel takes a product-centric approach while using more than one channel to promote the product or service.

Here’s a comparison of omnichannel marketing vs. multichannel marketing:

The video below shows the differences between omnichannel vs. multichannel marketing, and which scenarios each one is useful in:

In essence, omnichannel marketing has the customer at the center. The focus is on the customer’s needs, and the aim is to provide them with personalized messages across touchpoints to ensure a seamless, consistent experience.

This allows the customer to easily access information from any of the connected channels.

For example, if a customer visits your Facebook page, they see the key message presented in a visually similar style to your website, online course or training, and email newsletter. 

Or, if they contact your customer support via live chat and escalate their ticket to a phone call, they need not repeat the information they submitted via chat.

This unity of channels centered around the customer is what separates omnichannel from multichannel, where channels like your storefront or social media pages can operate relatively independently and primarily serve the flexible marketing needs of your product or service.

The core principle behind adopting the omnichannel strategy is the understanding that customers like brand consistency, which, in turn, has the following benefits:

• Customers see that you pay attention to small details
• They can trust your business since it provides a consistent experience
• They become loyal to a business that they trust
• Trust in a brand leads to more purchases, positive reviews, and recommendations

If your brand lacks consistency, customers can begin to suspect that your business is unorganized.

When your channels are integrated, and the style is consistent, your customers can see that you care about giving them a unified experience.

In short, omnichannel revolves around consistency, while multichannel focuses on flexibility.

Multichannel vs. omnichannel examples

Now that we’ve covered the key differences, let’s take a look at some real-world omnichannel vs. multichannel examples. Seeing these strategies in action will help you better understand how each approach functions and its potential impact on your business.

Apple’s multichannel strategy

When it comes to multichannel, Apple is a great example of using this strategy to focus on the product. While the “click and mortar” giant operates both physical and online stores, its retail store concept is unique among retail companies.

Instead of focusing on in-store sales, iStores are, first and foremost, built to complement the company’s ecommerce business, which accounts for most of Apple’s total sales.

In this way, the tech giant’s physical stores work as separate customer touchpoints that serve the big-picture Apple experience. As such, customers can visit iStores like galleries without feeling obliged to buy Apple products on the spot.

Beyond using iStores for advertising, Apple uses additional channels and services to create demand for its hardware. These include the Apple TV+ streaming platform and the Apple News+ and Music subscription services, which provide the company with additional revenue streams.

This gives Apple the flexibility to pursue different strategies across different marketing channels, which helps the company promote and sell its wide range of products to a diverse set of customers.

Nike’s omnichannel success

Nike is redefining customer loyalty by seamlessly blending online and offline interactions. Its omnichannel strategy creates a smooth, interconnected customer journey, where the digital and physical spaces remain distinct but work in harmony. 

To achieve this, Nike integrates its app, website, and retail stores. Features like “Scan to Try” enable customers to scan products in-store using their phones, accessing more information like available sizes and colors. Additionally, online orders can be easily picked up or returned to physical stores.

Nike also focuses on data-driven personalization: leveraging data from customer interactions to provide personalized product recommendations, exclusive rewards, and event invitations through the NikePlus membership program. These personalized messages ensure that customers feel valued.

Using the Nike app in-store also means that you can receive member reward notifications while shopping. You can also “heart” product styles and colors in the app to get assistance finding them in-store:

Netflix’s omnichannel marketing strategy 

Netflix has mastered the art of hyper-personalization through its omnichannel strategy. By analyzing real-time behavior and preferences, it is taking customer interactions to a new level. 

This means whether you’re watching on your phone, laptop, or TV, content recommendations seem almost eerily accurate. 

Behind this smooth user experience is the power of AI and machine learning, where these technologies process vast amounts of data to predict what a user might want to watch next. 

The key to Netflix’s success is not just its ability to be everywhere — it’s how it stays relevant in every place it appears. This omnichannel approach keeps users engaged and increases loyalty.

What makes this the epitome of omnichannel definition, though, is how the platform syncs seamlessly across devices. For example, the viewing history on your phone is synced with your TV to ensure a unified omnichannel customer journey.

Take a look at how Netflix tailors recommendations based on viewer history and preferences: 

Walmart’s omnichannel strategy

Does Walmart use omnichannel marketing or multichannel marketing?

That’s a fair question, considering Walmart has been focusing a lot on optimizing both its brick-and-mortar store and ecommerce strategies.

Even as it continues to strengthen its ecommerce capabilities, Walmart is investing in building strong digital relationships with customers.

In addition to launching additional online grocery pickup locations each year to make it convenient for online shoppers, Walmart continues to invest in developing its omnichannel marketing strategy worldwide.

In Chile, for instance, the company invested $50M to improve its home delivery app, and in Canada, $3.5B is being invested to optimize customer experience across channels. These include store renovations, pickup expansion, mobile technology, and more.

Beyond this, Walmart also has a strong social media presence and invests in SEO and digital display ads.

Walmart also ventured into the AR (augmented reality) world to offer the “view in your home” experience for its home décor and furniture items:

From consolidating its supply chain to enhancing customer experiences across channels, Walmart is confidently moving ahead with its omnichannel strategy.

Omnichannel vs. multichannel: How to choose

At first glance, going omnichannel — with its focus on unified branding and a seamless user experience — might seem like the obvious choice. But it’s not that simple.

Businesses of all types and sizes have found success with both approaches, so the key is making the right choice depending on the needs of your business.

When should you choose multichannel?

Multichannel can be a good option if you’re short on resources and can’t invest in a full omnichannel approach. Since omnichannel marketing requires more work to implement, you may feel that it’s easier to stick with multichannel marketing because it can still bring good results.

The primary advantage of multichannel is that it offers flexibility. By allowing each channel to function independently, the stakeholders of each channel don’t need to worry as much about communication and can focus on building up their channels.

However, this doesn’t mean that going multichannel is cheap. You’ll still need the right tech infrastructure to scale your multichannel operations, with marketing automation software playing a central role in the process to help you handle growth without sacrificing quality.

When should you choose omnichannel?

If done right, omnichannel marketing is a great option for businesses of all sizes, including smaller and growing ecommerce marketers.

While it’s true that going omnichannel can be more resource-intensive in terms of investment and maintenance, the payoff of a successful omnichannel strategy is more than worth it. From smoother user experience and higher customer retention to better sales and greater brand loyalty, omnichannel is the way to go if you’re prepared to do the work.

With a solid start on your marketing strategy, you can create a unified channel that helps buyers with their purchases while turning them into returning customers.

Once you decide on the right approach for your business, it’s essential to find marketing software that allows you to implement it properly.

As a marketing automation platform, Omnisend is built not just for ecommerce but for brands that want to explore all that omnichannel provides.

Omnichannel vs. multichannel retail

Multichannel retail focuses on getting information to the customer. For example, multichannel retailers want to update their customers about an upcoming deal, so they have each channel inform the customers in hopes of them buying more from the business. This involves each channel creating its own message and getting it out to the customers.

After this, they see how customers react to the changes and adjust their channel accordingly. These changes depend on how the messages and deals affect the metrics of the channel. This can help them adapt and improve their business based on the information they collect.

Multichannel and omnichannel retailing differ in their focus. Omnichannel retailing focuses on the customer and makes them the center of the business. Businesses bring their employees together and inform them of changes. This allows them to focus on keeping things consistent between channels as they apply changes to retail.

They can use different omnichannel marketing strategies to adjust their retail according to the customers’ needs. This includes the following tips and strategies, as shown in the link above:

• Communicate with your workers
• Collect customer data and analyze it
• Send out targeted messages
• Constantly adapt

By following these simple points, your business puts the customers at the center. You collect data about customers, send out targeted messages to increase metrics, and constantly adapt to their needs.

With this in mind, omnichannel retail can attract more customers since it focuses on bringing them the products, content, and retail they want.

Multichannel vs. omnichannel ecommerce 

When it comes to ecommerce, the difference between multichannel and omnichannel lies in the level of integration and customer experience.

Multichannel ecommerce enables businesses to sell across various platforms like websites, social media, and physical stores. However, customers may have different experiences depending on the channel they use.

This approach is a game-changer for businesses looking to expand their reach and cater to customers with distinct shopping platform preferences.

On the other hand, omnichannel ecommerce prioritizes a seamless flow of data between channels. For example, a customer browsing your website can add items to their cart. Then, they can pick up right where they left off on your mobile app or in-store, without hiccups.

This integration isn’t just about making things easier for the customer — it’s also about driving strategic value for your business. By connecting customer data across platforms, businesses can gain a deeper understanding of their shopping behaviors, preferences, and pain points. 

This omnichannel strategy ultimately transforms customer interactions, which increases the likelihood of repeat business.

What are the benefits of omnichannel?

Omnichannel leverages multiple channels in a coordinated and consistent manner to offer these benefits:

• Optimized customer experience: Omnichannel marketing focuses on delivering a consistent customer experience across all channels. This cohesive and personalized approach enhances customer experience. 
• Enhanced brand loyalty: A seamless experience across channels can make your customers feel valued. According to Google’s research, 73% of consumers who feel valued are willing to stay loyal to brands even if they increase prices.
• Increased sales: By enabling your customers to seamlessly transition between channels, omnichannel reduces friction in the buyer journey. This can lead to higher conversion rates as customers can easily complete their transactions on any channel of their choice.
  
  For instance, Think With Google’s case study shows that when fashion retailer Boohoo created a unified user experience by connecting their app and web, their revenue jumped by 25%. 
• Improved ROI: With omnichannel marketing, you can allocate your marketing budget and resources more efficiently by focusing on channels that yield the best results.
  
  An omnichannel marketing platform, such as Omnisend, provides a 360-degree view of performance and engagement metrics across channels. This helps you optimize resource allocation for maximum impact.
• Competitive advantage: In today’s competitive landscape, it takes more than a good discount or a good product to ensure your customers choose you over your competitors. In fact, a McKinsey study shows that 90% of US consumers plan to continue switching brands in search of a differentiated experience.
  
  Implementing an effective omnichannel marketing strategy sets your business apart from your competitors. It showcases your brand’s commitment to meeting customer expectations and staying ahead in providing a seamless, integrated, and customer-centric experience.

Omnichannel vs. multichannel customer service

Multichannel support allows customers to use different channels in separate interactions. In contrast, omnichannel customer service integrates multiple channels to ensure a smooth support experience.

This means customers can contact a live agent through their preferred channel, whether it’s messaging, live chat, phone, social media, or email.

Alternatively, if a customer doesn’t find the live chat helpful, the agent can switch to another channel, such as a phone call or video chat, without losing any information. All the customer’s data is preserved and transferred, allowing for a seamless support experience without the need for redundancy.

This not only expedites issue resolution but also enhances overall customer satisfaction.

Conclusion: Omnichannel or multichannel? 

When it comes to omnichannel vs. multichannel, it’s all about how you want to interact with customers. Multichannel marketing casts a wider net, reaching audiences across different platforms.

Omnichannel, however, goes a step further by connecting platforms in a synergistic approach to anticipate customer needs. It’s not just about being everywhere — it’s about being everywhere together. 

Multichannel marketing is often seen as easier to implement due to its straightforward, channel-centric approach. On the other hand, omnichannel strategies foster deeper, lasting connections. 

Many industry leaders apply this integrated approach across retail, ecommerce, and customer service forefronts to enhance customer engagement, increase loyalty, and drive long-term growth.

A key consideration with omnichannel strategies is the level of personalization required to make a real impact. Automation tools like Omnisend can help you effortlessly create a unified experience across email, social media, SMS, push notifications, and more.