Question

5. Multichannel, cross-channel, and omnichannel are being increasingly used by all types of businesses. After reading the information presented in this module and other sources, write a two-page paper that compares and contrasts these three strategies. Provide one advantage and one disadvantage of strategy. Also, provide examples of three companies that are using each strategy. Why is omnichannel being adopted by a growing number of companies? Discuss.

Answer 1

Hi,

For every business customer satisfaction is the main thing.The growth of the business depends upon the customer satisfaction.Inorder to make the customers happy more and more new technologies have to develop in the business field.There are three different forms of business available they are Multi-channel,Cross channel and the omni-channel.

Let us briefly explain each one in detail:

• Multi-channel:In this type of multi channel the customer can buy products from different channels that are available for them .But the thing is that the channeks are not interconnected.The customer can buty the products from shop or by online or mobile apps or through telehone calling services.They need to select which one is suitable for them.The customer can choose the channel depending upon the prices.They can check which channel gives the same product in low price.So the seller can sell their products in different channel.Here the seller send messages regarding the products available and regarding to the offers available.So that the customers can busy products whenever an offer is available.An example to multi channel is given below :

Here the customers can buy product from any of the channel but they are not interconnected.

Advantage: Regular messaging is one pf the main advantages so that it is easy for the customer to buy products.

Disadvantage : Time consuming.It is the main disadvantage that the customer need to check every channels to select which one is best channel.So it is time consuming.

Examples of companies using multi-channel :

There are many companies who are choosing multi-channel some of them are:

1. Disney: It is one of the multi channel business.It is multi device optimization.It is available in all devices.It is a web design and for childrens it is a great experience and is available which device is with us.
2. Apple: It provide customer services and education.It is available online and also physically.
3. Bank of America:This is a multichannel business in which the every thing can be done relating to the marketing can de done through online or through mobile app.

• Cross channel : It is another type of business.It is much more better than a multi channel.As it helps the customer to use two channels at a time.Here not all the channels are integrated but a combination of two channels can be used.A customer can select the product from online and who can go into the shop to buy it.An example is given below:

Examples of comanies using cross channels:

• Starbucks: It can use the combination of both television and online shopping.
• Land rover :It is a vehicle company that uses cross channel .To attract the customers they use online advertisement and also can buy from the show room.
• Mercedes Benz:It is also another vehicle company ,it helps the customer to buy vehicle by ordering online and through directly going to the shop.

Advantage: One of the main advantage is that it is customer friendly.The customer give the cance to selsect using combination of two channels.

Disadvantage: Inaccurate data:The customer give data in different channel it may not be accurate.

• Omni channel:Omni channel is the best of the other two types of business.All customers are try to use this channel.Becuase the customer can choose all the channels available at time.All the channels are integrated.It provide the consistency between different channel.An example is given below:

Some of the companies using omni channel are:

1. Glade :It is a perform store and the customer can buy product through any channel.
2. Timberland: It can be used both inline and online store.
3. Topshop:It is another one for women's apperel .It is also avilable in both online an inline.

Advantages: High customer satisfaction:As the customer can choose all the channels at a time so it is very helpful for the customer.

Disadvantage:Mobile phone threat.As the prices may be different for the same product that is shown in online and in the showroom.

Many companies are try to use the omni channel it is mainly because of its advantages.It provides high customer satisfaction.And it is also need less time as compared to all other type of business.That is the customer can choose the available better channel by combining all the channels.It is the singular experience of the customer by choosing all the channel.So it is the better method.

Thank you...