How to get faster growth with a multi-channel approach?
Feb. 24, 2019, 11:35 a.m.
The drop in the sales dynamics in the industry causes an increasingly fierce battle for the share in the retail trade market, which is growing year by year. Retailers and retail chains compete for customers like never before. Increasing advertising spending, which is still the basic method of acquiring customers, and strong price competition, also cause an uninterrupted decline in margins.
Why is it worth using different sales channels?
Such a strategy allows, on the one hand, to reach new recipients with new distribution channels, and on the other hand to better use the sales potential of existing clients. The use of additional distribution channels contributes to a significant increase in the company's revenues. The possibility of obtaining information about the products sought in the online store may result in a possible change of the buyer's decision in favor of a given seller. In addition, consumers using multiple sales channels spend more money when shopping, which translates into an increase in the average value of a single transaction. These observations are confirmed by research on the Polish e-commerce market, indicating that the average revenue of stores focusing only on e-commerce is about 5-10 percent. less than the profits of the competition using many sales channels.
The variety of channels is customer-friendly only when the company has the tools to fully exploit their potential. For example, you can not allow a client to be able to track the status of an online order because of software limitations. The same applies to the exchange of goods and complaints. Transparency of data in an enterprise is, therefore, a basic condition for conducting multi-channel sales. The proper preparation of internal infrastructure and software is necessary here. Comarch offers a package of integrated solutions for managing all sales channels, which significantly shortens the time of launching a multi-channel strategy and avoids many errors and unnecessary costs when implementing such an important process.