What is Multichannel Management?

March 23 2016 IN multichannel What is Multichannel Management?

Many sellers currently list some products on Amazon, but also have a Shopify or eBay store. These sellers may have Amazon fulfill some of their orders through Fulfilled By Amazon (FBA). Other sellers may fulfill some or all of their orders themselves, which is known in Amazon lingo as Merchant Fulfilled Network (MFN). They may advertise on Google Adwords or promote listings on Etsy Promoted Listings. They may respond to eBay feedback, or manage their Amazon Comments, Feedback, and Ratings. What do all of these types of sellers have in common? They are already using multiple channels!

So what are channels anyway?

A channel is really nothing more than a connection between buyers and sellers. Picture a channel as a flowing river, such as the famous Horseshoe Bend. The river could be an online marketplace such as Amazon, eBay, Etsy, and Rakuten flowing downstream carrying money from your customers to your pocket, and back upstream carrying your product to the customer's door. Or the channel could be a customized website you host on an eCommerce platforms such as Shopify, Bigcommerce, Magento, and WooCommerce. Customers are looking for goods across all of these different channels, as well as asking questions and leaving reviews. Frequently, customers are making use of social media to tell about the good (or bad) experiences they had with a particular product.

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Why go to multiple channels?

So if a channel is a way to sell a product to a customer, the obvious question is why would you use multiple channels? Wouldn't it be easier to just sell only on one channel, and ignore the rest?

Multichannel marketing is important for the simple reason that you must be where your customers are. And they are everywhere. If you need another reason, consider this: Multichannel customers spend three to four times more than single-channel customers do.

Thus the more channels you interact with, the more customers you can sell to!

Why multichannel management software?

The obvious question after realizing that selling on multiple channels is beneficial - is why use software? You can update each channel individually. When an item sells on one marketplace, you can decrease your quantity on other marketplaces. When an order needs to ship, you can make sure to open up the correct marketplace to find the address and copy the mailing address to your shipping software. The obvious answer is time! Why list a product 4 times, when you could list it 1 time and have it automatically sync out to 3 other channels? Why constantly move around inventory between channels to make sure out of stock items are out of stock everywhere? Computers love to do this kind of task, let computers do this work for you. To find out more about what the Listing Mirror can do for you, check out our Features or Sign Up for a free trial. If you have any questions, please feel free to Contact Us.


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