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A channel is a chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet itself.

There are different types of channels in retailing. Some of them are as follows:

  • Single-Channel
  • Multi-Channel
  • Cross-Channel and
  • Omni-Channel

Single-Channel:

Single-channel marketing strategies focus your business on a single means of reaching customers.

Multi-Channel:

A multiple-channel strategy takes advantage of more than one channel to optimize extending of services to consumers.Here choices of marketing channels might include a retail sales force, online commerce, or a business-to-business partnership.

Every channel may have its own strategy and will be managed separately.

Multi-channel is evolved based on the assumption that customers have their proffered ways of interacting with a company. But still, some of them was feeling the convenient way of shopping in physical stores, while others appreciate the convenience of making an online purchase in a comfortable way.

Cross-Channel:

A cross-channel customer is the type of customer who quickly navigates through various different channels to complete the same purchase.

Let us consider a general example, a customer may receive a newsletter regarding a specific product and decided to know more information on a website. But finally, customer purchases the same product in the physical store.

Omni-Channel:

Omni-channel revolves around developing a holistic view of the customer experience, regardless of the channel.

The integration of channels works together to provide a positive brand experience.

Nowadays most of the companies are using this way of approach to engaging multiple channels to interact with their customers through consistent and seamlessly integrated campaigns (advertisements).

Hybris is one of the Omni-channel commerce software that seamlessly integrates all selling channels and solutions into a single platform. It helps you provide consistent, meaningful experiences to your customers at every touch point and on every device.

Some of the key functionality and benefits:

Shop as You Watch:

You can shop for products you have just seen in a TV program easily and quickly, just by use the mobile app to find and buy them.

Alert me when near Shop:

You can set an alert using your mobile app to keep you informed about the shops which have the product that you want.

Thanks to the Geo Locator, if you get near the shop, you will receive a message.

Direct Delivery:

If your chosen product is currently out of stock, it can be ordered and quickly and delivered to the store or directly to you.

WHAT DO CUSTOMERS REALLY WANT?

  • Customers want convenience.
  • They want the item they have decided on.
  • They want it fast.
  • They want it for less money.

Finally, customers buy what they want, when they want, wherever they want.

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