How a multi-channel approach saves sales in e-commerce
- 21 hours ago
- 3 min read
Let's say you have a cool online shop. The product is cool, the website is up-to-date, and the advertising is set up. But for some reason, your sales volume isn't growing. What happened?
And what happened is that you are not where your customers are. You're waiting for them on the website, and they're on Instagram, TikTok, messengers, reading push notifications and listening to voice messages in chatbots. You're knocking on one door and they've been living in ten other places for a long time. Welcome to the world of the multichannel approach! And if you still haven't implemented it - get ready to lose customers.
In this article on the Step Link Platform Inc. website, we'll break down what it is and how it works.
What is a multi-channel approach
It's when you don't rely on a single sales channel - just a website or just email newsletters. You cover all possible points of contact with the customer. And it is important not just to be everywhere, but to do it intelligently and synchronously.
Example: a person looked at a product on the website - he received a reminder in messenger. He didn't buy it - he received a push-notification with a promotion.
Why sales stall without multichannel
People don't buy immediately. They think, compare, get distracted and if you don't remind them - they forget about you and your product.
Different people live in different digital worlds. Some like Instagram, some like email, some read SMS. One channel - one chance for a successful sale. Multiple channels - multiple chances.
Conclusion: if you're not multichannel - you don't exist in the eyes of the customer.
What multichannel gives you in practice
Firstly, an increase in repeat sales - people come back when you remind them of yourself.
In addition, potential buyers have a growing level of loyalty to you - people get used to you, start to trust you. And you get to know your customers better yourself. You see where they are active, what they like.
How to implement a multichannel approach
1. Analyse customer behaviour:
Where is the journey most likely to start - with adverts, with Instagram?
Where do people get lost? At what stage does traffic leave?
2. Choose channels that really work:
You don't have to be right across the board - be where your audience is.
Often these are: social media, messengers, email, push notifications.
3. Set up automation:
Welcome scripts, abandoned baskets, browsing reminders.
Combine: push first, then email, then messenger message.
4. Synchronise communications:
A person should not receive the same message five times in different channels.
Everything should look logical and pleasant, like a good conversation.
5. Test and improve:
See which channels are yielding conversions.
Measure the effectiveness of each scenario and use the most impactful options.
Most importantly, don't go overboard, Step Link Platform experts emphasise. Multichannel is about nurture, not spam. If you start bombarding a person with messages from all sides, they'll just get angry and delete you everywhere.
Three critical mistakes that will nullify your results
Using only one channel (e.g., only Instagram).
Not taking user behaviour into account (send a coupon to someone who has already bought).
Work manually, without automation (too long and expensive).
A multi-channel approach is not a fashion trend. It's your insurance against losing customers and sales. If you want your revenue to grow, if you want people to not just buy, but come back again and again - you owe it to them to be with them everywhere.
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