5 ways to create an effective multichannel

14.04.2020 Angelika Siczek
businessman reaching out a hand with a hologram presenting multiple channels

Customer engagement is key to developing online business. In the era of widespread online shopping, customer engagement models are evolving at a dizzying pace. New values are created quickly, thanks to which companies can increase their revenues. However, in order to remain at a high level of sales of your products, you need to be up to date – track customer behavior, their content consumption habits, technological trends and effective revenue models. If your company fully concentrates on maintaining the latest strategy of customer engagement, it will definitely maintain a stable position on the market.




What is key in building online customer engagement?

To ensure a positive shopping experience and return customers to your store, you need to bet on the right shopping platform. It is also important to allow recipients to make purchases in different channels and take care of the same experiences when contacting your brand in them. You can’t stop at just one channel because it will limit your opportunities to reach new potential audiences.


The multichannel approach provides enormous benefits in content and experience management, in the field of optimization and in mobile support. It also offers the possibility of integration with the marketing and sales sphere. It is important to approach the multichannel strategy and implement it properly in your own business. How to do it? Learn 5 tips that will show you what steps to take!


Bet on automatic content publishing.

Your client’s journey often takes place between different channels, e.g. starts with a smartphone and ends with a desktop computer. So you must remember that the user meets the same content everywhere. Make sure you can easily manage digital information and resources across all channels and on all e-commerce platforms. The right selection of software can help you with this, which will allow you to flexibly use digital resources on many media. Whether it’s websites, microsites, email, newsletters, mobile applications, social media profiles, or even print and TV formats, you’ll be able to easily automate content publishing on many different channels.


Ensure integrated performance.

On many platforms, data silo systems prevent marketing and sales teams from getting a broad view of the performance of an entire organization. This makes it difficult for them to make strategic business decisions at the right time. Therefore, if you care about the smooth and effective functioning of your company, provide marketing and sales teams with full visibility of the processes taking place in the organization. By tracking them from start to finish they will be able to introduce solutions that ensure growth. This will allow them to better communicate with clients and provide them with interesting experiences in real time. What’s more, as a result of system integration, you will improve the work of all members of your company. Communication and productivity in the performance of duties will improve between them.


Build brand consistency across multiple channels.

Managing many different sites can be difficult, especially when it comes to maintaining brand consistency on every channel and platform. You have to manage all information and digital resources, including mobile devices, by owning various media. This is often done in separate branches of your organization. For this reason, it is extremely important to impose consistent branding. So that it looks identical on all sites and on all devices. This will eliminate duplication of publications that may have previously been duplicated due to their different appearance in different channels. Ensuring data consistency will allow you to build a uniform message to all your recipients.


Get closer to your customers.

How best to know the needs of your recipients? It’s very simple – just ask them for their opinion. It is also worth using 360 degree customer observation. From sales inquiries and services to payment issues and shopping support requests. All these elements will allow you to analyze the client’s situation and thus gain an advantage over the competition.


Also remember that this type of data will allow you to efficiently exchange information between employees. Thanks to this, people working on customer service will take care of its adaptation at every point of contact with the user. This will help in informing customers widely and will increase the credibility of your brand.


Remember about insights.

A thorough analysis of your brand experience helps you gain a deeper insight into your shopping journey and discover insights, i.e. the hidden needs and motivations of your customers. Thanks to this, you are able to better understand the choices of media, devices and channels that your customers use at every stage of the purchasing process. Such analysis will allow you to make appropriate corrections and focus on the most important issues in the proper functioning of the website. This will definitely help you achieve high sales results. It will also improve decision making throughout the organization and reduce operating costs. Also remember that a satisfied customer is synonymous with profit for the entire company!



What is most important in the omnichannel approach? First of all, it should start and end with your clients. The more you focus on improving your shopping trip and offering positive experiences, the more profits you’ll get from your business. An essential element is, of course, the e-commerce platform that will ensure you smooth flow and integration with other channels. Take the lead and don’t rely on accidental actions!

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