Multichannel retailing or Omnichannel retailing is the use of a variety of channels in a customer’s shopping experience including research before a purchase.
Such channels include retail stores, online stores, mobile stores, mobile app stores, telephone sales and any other method of transacting with a customer. Transacting includes browsing, buying, returning as well as pre-sale and after-sale service.
This is no longer a linear process, but is now due to multiple channels a very complicated path to purchase.
Omni comes from the Latin “omnis” which means “every/all” .
Craig Page-Lee is the MD of Posterscope – SA’s leading Out Of Home specialists. He is passionate about retail and has a background in design and architecture and one day dreams of heading off on a world adventure on his motor-cycle.
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