5 Differences Between Omnichannel vs. Multichannel in Ecommerce

Omnichannel vs. Multichannel

Though similar in perceived meaning, omnichannel vs. multichannel in ecommerce are two very different marketing avenues a brand can use to reach its target audience. Today, we’ll be discussing the five main differences between omnichannel marketing vs. multichannel marketing so you can more clearly identify which of the two best meets your marketing needs and goals.


Omnichannel vs. Multichannel

Although both omnichannel and multichannel deal with multiple communication channels, omnichannel marketing employs an integrated approach between these multiple channels of communication. Multichannel marketing, on the other hand, is the ability to use multiple channels without necessarily integrating them to the point where they can create a seamless user experience across all platforms.

Here are the five differences between omnichannel vs. multichannel in ecommerce.


Customer- vs. Channel-Centric Marketing Strategy

Omnichannel marketing is a customer-focused AI marketing strategy that creates a seamless brand experience across every platform throughout the customer journey. The entire goal of a customer-centric omnichannel marketing strategy is to give each customer the newest, most relevant information they need at exactly the right time — turning leads into conversions, conversions into repeat buyers, and repeat buyers into loyal customers.

Multichannel marketing focuses more on getting the word out across multiple channels without interconnecting the channels so that customers have a seamless experience.


Interconnected vs. Disconnected

Whether offline or online, omnichannel marketing connects all channels for an interactive, seamless experience to which customers will come back. One example of an offline and online omnichannel marketing strategy is a big retailer offering curbside pickup after ordering online.

Multichannel marketing requires a customer to essentially begin their experience all over again once leaving a brand’s website. For instance, a customer might be able to visit a store’s website to get store hours but not order a product and pick it up curbside. Instead, they will need to go into the store and buy the product separate from their online experience.


Consistency vs. Engagement

Omnichannel marketing strategies focus on delivering relevant, consistent information through the use of CDP tools like audience segmentation for a personalized experience. This differs from multichannel marketing, which takes a one-size-fits-all approach to be present everywhere.


Intuitive Data Analytics vs. What’s Available Now

Omnichannel marketing is all about collecting predictive consumer data across all platforms as quickly and frequently as possible to identify the latest trends and improvements that need to be made in advance.

While reaching multiple channels, the multichannel marketing approach focuses on connecting with the customer here and now rather than spending time and effort on predictive reporting and marketing strategies.


More Costly vs. More Affordable

Omnichannel marketing is a serious commitment that comes with serious potential to take your current marketing strategy to the next level. Given the deep customer data collection and advanced AI marketing tools available compared to multichannel marketing, it is also the more costly marketing strategy of the two. However, the returns are worth the investment.

study by Forrester found that, in just three years, Blueshift commissioned a $128 million increase in incremental revenue over a 3-year span, resulting in 781% total ROI for Blueshift customers. Check out these Blueshift case studies for more examples of the powerful results Blueshift can deliver.


Get Started with Blueshift

From learning the difference between omnichannel vs. multichannel marketing ecommerce to asking “What Is a CDP?,” Blueshift makes it easy to learn about the AI-driven marketing products and tools you need to take your business to the top.

We’re here to answer any questions you have and help you find the best marketing products you need to reach your target audience. Contact Blueshift today to schedule a SmartHub CDP demo or learn more about why savvy marketers choose us.