The term Multichannel (multi-channels) refers to companies using multiple channels (e.g. social media, web and email) to engage their customers. Companies with this approach are adopting two or more channels to engage their customers, however, they are not necessarily focused on delivering a seamless / consistent message across multiple touch-points. Furthermore, these programs don’t necessarily factor in optimizing the customer experience based on the different devices (e.g. smartphones, tablets, and laptops) clients use to interact with the business. (1)
Marks & Spencer Multichannel Marketing Example
Through the use of immersive kiosks and iPads in-store, Marks & Spencer introduced a sell-by-sample concept, which allowed customers to see the best flagship store womenswear ranges in smaller stores, where previously they would have had to travel to a larger store.
The product samples were supported by large screen interactive applications that showcased the latest trends and allowed customers to build outfits and place orders while being assisted by specially trained advisors. The initiative aimed to drive awareness of Marks & Spencer’s brands.
Prior to launch, Marks & Spencer conducted extensive testing, and numerous customer journeys were designed based on differing goals, needs and familiarity with different technology, considering both in-store and personal devices. (2)
The kiosk was one of the first 32” large format, interactive, transactional touch screen applications, which allowed customers to complete large screen orders as well as browse through the entire womenswear and lingerie catalogues.
Customers could see full product details, read product reviews, see alternative images and discover online stock availability.
Style advisors were also equipped with iPads, which provided the same virtual basket and scanning technology of the kiosk, but more mobility allowing an order to be placed anywhere in the section, and an alternative for those less keen to self-serve.
Customer reaction to the concept was extremely positive and early sales figures suggested there was also a halo effect of seeing the best of Marks & Spencer presented in such an engaging way in local stores. (2)
References
- Multi-Channel vs Omni-Channel Customer Experience, http://www.business2community.com/customer-experience/multi-channel-vs-omni-channel-customer-experience-0948475
-
Six examples of effective multichannel marketing campaigns, https://econsultancy.com/blog/62319-six-examples-of-effective-multichannel-marketing-campaigns/
