However, why choose just one? Sales can also be spread among multiple channels. Multi-channel sales use their own channels, as well as external ones, to create a mixture of direct and indirect sales. For example, you can maintain your own web store, maintain a mortar and brick store, and work with other retailers and sales platforms (e.g. Amazon) at the same time.
In this kind of scenario, you contact the final user through certain channels and offer your goods through an intermediary, which can significantly increase distribution reach. Which sales channels you should use, and to what extent depends on both the company’s goals and resources. However, there is not necessarily an increase in reach: If you already reach a large part of the target group through one channel, then a “cannibal effect” can occur when using multiple channels. For example, creating numerous stores can lead to a decline in online store sales.
It becomes particularly interesting if the product range is not exactly the same on all channels. If you adapt the selection to the sales channel and also the target group, it can often result in larger sales.
In the context of multi-channel sales, the terms “cross-channel” or “omni-channel” are also often used. This is a further development of dispersing sales channels. In classic multi-channel sales, the individual channels are treated completely separately from each other. The different points of sale have no links to each other. In cross-channel sales, on the other hand, the individual routes are closely related: The customer can order a product online and pick it up in a store. However, there should be connected warehouse management.
Omni-channel sales are a slight adjustment to the cross-channel variety. In omni-channel sales, the company tries to give the customer access to their entire range of products, no matter where they are. For example, customers should be able to browse the catalogue online while in store, where they can then buy their selected product directly.