According to Retail Info Systems News, businesses are still defining the differences between omnichannel and multichannel retail and developing the best tactics to take advantage of the market. The first step on the road to selling through many channels could be a strong and adaptable transaction management system.
According to Retail Info Systems, the ominichannel is a retailer’s image as seen by customers and multichannel includes the processes that make it work. The source’s experts, industry insiders Mike Matacunas and Sonia Hernandez, stated that companies are still unsure how to integrate new marketing strategies involving social media and mobile technology and take advantage of the omnichannel.
Citing information from the RIS industry conference, the source stated that companies need to dive into a multichannel strategy immediately. Improving systems through continued use and learning from others are both strategies mentioned by Matacunas and Hernandez.
While strong transaction management and a unified brand image can help companies from a technical standpoint, employee training is also important to the multichannel experience. The Retail Gazette recommended that companies use a highly trained and educated workforce to pass on knowledge to customers, as Apple has done successfully with its “genius” and “creative” initiatives.