Multichannel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a product’s package or even word of mouth.
Multichannel marketing is about choice. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.
To be effective, multichannel marketing needs to be supported by good supply chain management systems, so that the details and prices of goods on offer are consistent across the different channels. It might also be supported by detailed analysis of the return on investment from each different channel, measured in terms of customer response and conversion of sales. The contribution each channel delivers to sales can be assessed via attribution modeling. Some companies target certain channels at different demographic segments of the market or at different socio-economic groups of consumers.
MultiChannel marketing allows the retail merchant to reach its prospective or current customer.