{"id":108975,"date":"2022-04-27T20:31:06","date_gmt":"2022-04-27T20:31:06","guid":{"rendered":"https:\/\/www-dev.channeladvisor.com\/blog\/uncategorized-uk\/your-definitive-guide-to-multichannel-selling\/"},"modified":"2023-12-06T21:09:16","modified_gmt":"2023-12-06T21:09:16","slug":"your-definitive-guide-to-multichannel-selling","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/uk\/blog\/your-definitive-guide-to-multichannel-selling\/","title":{"rendered":"Your Definitive Guide to Multichannel Selling"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Today\u2019s empowered consumers are constantly connected to multiple online buying options. They can search for products on Google, price compare on Amazon and even shop on TikTok. There\u2019s no telling what\u2019s going to inspire them, where they\u2019ll make a final purchase or which product they\u2019ll ultimately decide to buy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a multichannel selling strategy that tailors your approach depending on the space, you can significantly increase your chances of showing the right products to the right people at the right times.<\/span><\/p>\n<h2><b>What is Multichannel Selling?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Multichannel selling means listing your products on more than one channel. This includes:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your own website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketplaces (like Amazon and Rakuten)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media (like Tiktok and Instagram)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comparison engines (like Google Shopping and PriceGrabber)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Wholesale channels (like Alibaba and Faire)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Like diversifying an investment portfolio, multichannel selling is one of the surest ways to expand market share and prevent failure from a single-channel selling approach. That\u2019s because modern consumers don\u2019t shop in one place. They use their preferred device (smartphone, tablet or computer) to search for the best brands, the highest quality and the most beneficial deals. Plus, they aren\u2019t loyal to just one marketplace. Many of them have subscriptions to more than one\u2014and they\u2019ll scour them all to find what they\u2019re looking for.<\/span><\/p>\n<h2><b>What are the Benefits of Multichannel Selling?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Each channel you add grows your customer base, increasing your opportunity to gain more revenue. In fact, companies that sell across channels are <\/span><a href=\"https:\/\/www.heinzmarketing.com\/2017\/10\/research-integrated-multichannel-marketing-twice-effective-operating-silos\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more than twice as likely<\/span><\/a><span style=\"font-weight: 400;\"> to report higher marketing effectiveness versus those using fewer channels and less integration.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Listing across multiple channels allows you to:<\/span><\/p>\n<p style=\"padding-left: 40px;\"><b>Boost sales<\/b><br \/>\n<span style=\"font-weight: 400;\">Every new channel you add is another opportunity to meet new audiences, present more targeted assortments and win more sales. The more market you cover, the more revenue you\u2019ll capture.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><b>Promote brand awareness <\/b><br \/>\n<span style=\"font-weight: 400;\">Seeing your brand in the channels consumers visit most often builds recognition across digital spaces. The more they see you, the more they\u2019ll think of you when shopping.\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><b>Take advantage of mobile commerce<\/b><br \/>\n<span style=\"font-weight: 400;\">Consumers now spend a third of their waking hours on their phones. To reach them, you must engage them with fast and easy mobile experiences that meet their digital expectations.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><b>Increase segmentation<\/b><br \/>\n<span style=\"font-weight: 400;\">The more channels you sell in, the more you\u2019ll know about your customers. And the more you know about customers, the more you can segment audiences to tailor your marketing.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><b>Prioritise growth<\/b><br \/>\n<span style=\"font-weight: 400;\">When you manage all of your channels from a <\/span><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/\"><span style=\"font-weight: 400;\">centralised platform<\/span><\/a><span style=\"font-weight: 400;\">, you can minimise overhead and maximise productivity from one place.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The Downsides of Multichannel Selling<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Just remember\u2014selling on multiple channels also means managing more instances of your brand, each with its own regulations and requirements. This includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing adequate customer support for different audiences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Accounting for lead times in new regions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Anticipating demand increases from the new channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Preparing for tax implications and business considerations ahead of time<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Expanding to new channels also requires consistency in customer experiences. To scale, provide a unified look and feel across all of your channels so consumers immediately recognise the brand style, values and traits of your shop. You can either do this manually or select a <\/span><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/\"><span style=\"font-weight: 400;\">digital solution<\/span><\/a><span style=\"font-weight: 400;\"> to tie all your channels together and handle the complexities that come with multichannel selling.\u00a0<\/span><\/p>\n<h2><b>How to Sell on Multiple Channels<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Multichannel selling is not a one-time implementation. It\u2019s an ongoing strategy that you must launch and carefully maintain overtime. In our experience, it involves <\/span><a href=\"https:\/\/www.rithum.com\/uk\/ecommerce-strategy\/brands\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">five key stages<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><b>1.Connect<\/b><span style=\"font-weight: 400;\"> to the Right Channels<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focusing on one channel alone risks revenue, new audiences and brand strength. Direct-to-consumer (D2C) sales, third-party marketplaces and wholesale channels offer a way to <\/span><a href=\"https:\/\/www.rithum.com\/blog\/brands\/multichannel-commerce-series-connect-to-the-right-channels\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">diversify your presence<\/span><\/a><span style=\"font-weight: 400;\"> across channels. But it also requires thorough review and understanding of each channel\u2019s requirements for inventory management and logistics. And because each channel\u2019s audience is different, it\u2019s critical to tailor your content, build relationships and continue monitoring channel health well after launch.<\/span><\/p>\n<p><b>2. Market<\/b><span style=\"font-weight: 400;\"> at the Right Time<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E-commerce is more fragmented than ever, and consumers have plenty of options when buying online. How can you get their attention? Look to the advertising platforms provided by each channel. Amazon offers four ad formats and eBay offers two while others help you target specific stages of the funnel. To <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/brands\/multichannel-commerce-series-market-at-the-right-time\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">maximise your presence<\/span><\/a><span style=\"font-weight: 400;\"> in each channel, identify your goals upfront, boost visibility with segmentation and targeting and use review data to continually optimise.\u00a0<\/span><\/p>\n<p><b>3. Sell<\/b><span style=\"font-weight: 400;\"> Where Consumers Shop<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every channel can (and should) be a sales channel. Are you chasing away consumers who are ready to buy? Whether on your own website, social media or a marketplace, <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/brands\/multichannel-commerce-series-sell-wherever-consumers-shop\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">prepare your channels<\/span><\/a><span style=\"font-weight: 400;\"> for selling by adding three key elements:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Detailed product information and content<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Competitive pricing<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Accurate inventory<\/span><\/li>\n<\/ul>\n<p><b>4. Fulfil<\/b><span style=\"font-weight: 400;\">\u00a0Customer Expectations<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Selling across multiple channels requires full understanding and compliance with service level agreements (SLA). <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/brands\/multichannel-commerce-series-fulfill-customer-expectations\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Winning at fulfilment<\/span><\/a><span style=\"font-weight: 400;\"> is mostly about maintaining standardisation (automating the selection of the best shipment method) and scalability (handling variations in sales volume across seasons). Third-party logistics (3PL) partners offer fulfilment reassurance by meeting your needs for current and future volume of daily orders, speed and storage requirements, additional geographies and much more. Or, look to marketplace fulfilment capabilities on Amazon, Walmart or Zalando for added compliance, increased conversion and greater expansion opportunities.\u00a0<\/span><\/p>\n<p><b>5. Optimise<\/b><span style=\"font-weight: 400;\"> Every Channel\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The online retail space changes quickly. As you regularly assess your sales channels, seek ways to <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/brands\/multichannel-commerce-series-optimize-every-channel\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">optimise your brand\u2019s presence<\/span><\/a><span style=\"font-weight: 400;\"> in each by:<\/span><\/p>\n<ul>\n<li><b>Diversifying your channel mix even further.<\/b><span style=\"font-weight: 400;\"> How does each channel play a role in your overall e-commerce strategy?<\/span><\/li>\n<li><b>Continually testing your product portfolio.<\/b><span style=\"font-weight: 400;\"> Identify best sellers and expand top-performing products to avoid relying on limited lines.<\/span><\/li>\n<li><b>Optimising in-stock rates.<\/b><span style=\"font-weight: 400;\"> Identify and allocate inventory between channels so out-of-stocks don\u2019t risk sales.\u00a0<\/span><\/li>\n<\/ul>\n<h2><b>Best Practices for Multichannel Selling<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With so many online retail options, it\u2019s easy to add a few new channels to your mix. But to really win at multichannel selling requires careful strategy to stand out among the competition. As you execute, try to:\u00a0\u00a0<\/span><\/p>\n<h3><b>Prioritise the Customer Experience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Sure, adding new channels opens up additional revenue streams. But it also puts your brand in front of new customers to form relationships that build long-lasting loyalty. As you devise your multichannel selling strategy, put yourself in their shoes.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you present in the channels your target audience shops most?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your brand seem completely different from one channel to the next?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you making it easy for them to shop?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are they continually met with out-of-stock alerts, or do you provide fulfilment options?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is the shopping experience smooth and streamlined? Or disjointed and confusing?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Remember\u2014consumers today have loads of options for where to buy. A bad shopping experience with your brand gives them reason to explore other sellers.\u00a0<\/span><\/p>\n<h3><b>Seek Advanced Multichannel Capabilities<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once your multichannel strategy is off and running, push it further with automation and e-commerce capabilities that capture more sales (and make your job easier). This may include capabilities like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.rithum.com\/uk\/brands-suppliers\/fulfillment-delivery\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dropship<\/span><\/a><span style=\"font-weight: 400;\"> fulfilment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Channel performance <\/span><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/brand-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">analytics<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.rithum.com\/uk\/brands-suppliers\/marketing-solutions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dynamic shopping links<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/retail-content-management\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Retail content management<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.rithum.com\/uk\/brands-suppliers\/marketing-solutions\/product-feed-management\/\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Product data and inventory management<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/repricing-solutions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Repricing technology<\/span><\/a><\/li>\n<\/ul>\n<h3><b>Integrate to Streamline E-Commerce Operations<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You can\u2019t manage each sales channel in a silo. When you have a central location to manage all your e-commerce operations, it\u2019s much easier to expand to new channels and grow sales. An <\/span><a href=\"https:\/\/www.rithum.com\/uk\/brands-suppliers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">e-commerce optimisation platform<\/span><\/a><span style=\"font-weight: 400;\"> can help brands and retailers alike:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easily explore and launch in new channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market effectively\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase visibility<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Navigate shipping complexities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engage loyal customers<\/span><\/li>\n<\/ul>\n<h2><b>Rithum Helps You Win at Multichannel Selling<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Rithum helps you optimise your e\u2011commerce operations and reach more consumers across every stage of the buying journey\u2014all from a centralised platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thousands of the <\/span><a href=\"https:\/\/www.rithum.com\/uk\/why-rithum\/customer-outcomes\/\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">world\u2019s largest brands<\/span><\/a><span style=\"font-weight: 400;\"> turn to Rithum for:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Global Marketplace Integrations \u2014 <\/b><span style=\"font-weight: 400;\">Connect to 300+ channels around the world from one centralised platform.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Product Feed Management \u2014 <\/b><span style=\"font-weight: 400;\">Ensure product data is optimised, mapped correctly and delivered to each marketplace in the correct format.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Brand Analytics \u2014 <\/b><span style=\"font-weight: 400;\">Get at-a-glance, granular insights that make it easy to stay ahead of product content and merchandising issues.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Shoppable Media \u2014 <\/b><span style=\"font-weight: 400;\">Maintain strong relationships with your retailer network and direct consumers to your preferred sales channels for a seamless path to purchase.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Automated Repricing \u2014 <\/b><span style=\"font-weight: 400;\">Automate repricing across dozens of marketplaces while reducing the risk of noncompliance.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Retail Media Advertising \u2014 <\/b><span style=\"font-weight: 400;\">Create, monitor and manage all of your retail media campaigns from within one central interface.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Benchmarking \u2014 <\/b><span style=\"font-weight: 400;\">Get unmatched insight into how your performance stacks up against other sellers in your categories.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Fulfilment \u2014 <\/b><span style=\"font-weight: 400;\">Build more resilient fulfilment operations with a flexible solution that supports a wide range of fulfilment options.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Experience the power of multichannel selling. See how Rithum helps brands and retailers expand and grow in new channels by <\/span><a href=\"https:\/\/www.rithum.com\/uk\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">requesting a demo<\/span><\/a><span style=\"font-weight: 400;\"> today. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s empowered consumers are constantly connected to multiple online buying options. They can search for products on Google, price compare on Amazon and even shop on TikTok. There\u2019s no telling what\u2019s going to inspire them, where they\u2019ll make a final purchase or which product they\u2019ll ultimately decide to buy.\u00a0 With a multichannel selling strategy that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":91203,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[7715,9634,10548,10732,12151,12238],"asset-type":[13745],"audience":[13408,13411],"bio":[14209],"topic":[15170,6685,15239],"class_list":["post-108975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-amazon-uk-2","tag-amazon-uk-3","tag-multichannel-uk","tag-multichannel-uk-2","tag-multichannel-e-commerce-uk","tag-multichannel-marketing-uk","asset-type-blog-uk","audience-brands-suppliers-uk","audience-retailers-uk","bio-rithum-team-uk","topic-scot-uk","topic-marketplaces-uk","topic-rithum-solutions-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your Definitive Guide to Multichannel Selling - Rithum<\/title>\n<meta name=\"description\" content=\"Multichannel selling expands your brand\u2019s reach, capturing more sales. 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