If you have added, or are about to add, online shopping to your business, your multichannel journey has only just begun. You need to now move to cross-channel retailing. What is the difference?

Multi-channel is simply that; running more than one channel to sell, market, service or deliver. Cross-channel however is “the coordinated use of multiple channels to gain market share, grow revenue and profits, create a differentiated experience and increase customer loyalty.” It is where the real business benefits are delivered.

The evolution from Multichannel to cross-channel can be broken into three phases:

Phase one – Multi-channel development.

This is really about having a portfolio of channels in which to sell, service, market or distribute. For example you may have an eCommerce website, or you may have a call centre to take orders over the phone. In this phase however there is no synchronisation between the channels. The channels operate in silos, the business is product focussed and channel focussed and the marketing is campaign focussed.

Phase two – Multichannel coordination – cross-channel retailing

Here the links start being made. Marketing campaigns are beginning to be synchronised across channels. Testing and measuring multi-touch media and communication strategies are a regular occurrence and you start to build up a picture of your customer across channels. You may be coordinating across channels in areas of delivery and customer service. For example buying online, picking up in store. Channels evolve to start collaborating at a technology level and a job/responsibility level.

Phase three – Cross-channel optimisation

This is where you will truly have one business, one view of your customer, one overarching strategy; played out through a well synchronised set of strategies and tactics using the many channels (and their unique advantages) available to you. This phase is all about customer focus; a single, holistic and heuristic customer view, regardless of the communication channel. You will be creating unique customer experiences through the cross-channel value proposition and providing unique benefits through the use of integrated channels.

While this is definitely a journey and will take time and resources, you should be planning for it today. In your technology, your internal communications, your staff roles, responsibilities and performance measures. It will pay big dividends and there is a bigger prize for those that get to the end faster. Where are you today?

Paul Marshall - CEO

Lasoo.com.au