Omnichannel Fulfillment Or Multi Channel Fulfillment: Which One Is Right For Your Business?

Do you know the difference between omnichannel and multichannel fulfillment? Find out which one is best for your business.

Omnichannel and multichannel are two different things, and it's important to know the difference before you make a decision about which type of fulfillment strategy is right for your business. Here's a breakdown of what each one means, and how to decide which option is best for you.

What Is Omnichannel Or Multi Channel Fulfillment?

Omnichannel fulfillment is the best way to improve customers’ connection with the brand. This customer-focused strategy will help in the growth of the business. Meanwhile, it will also enhance the convenience level for the customer. Omnichannel fulfillment is possible only if you identify the critical touch points between the customer and the brand. Indeed, companies like Nike and Starbucks have increased their revenue considerably following this approach. The omnichannel strategy is ideal for the retail industry. Let us consider why omnichannel fulfillment is rated better than multi channel fulfillment, product-oriented.

You will be surprised to note that both multi channel fulfillment and omnichannel fulfillment refer to the process of reaching consumers through online and offline modes. Multichannel marketing refers to a sales approach where a brand interacts with potential customers on various platforms. It includes retail location, print ad, promotional activities, product packaging, etc.


Related: What Is Amazon Multi Channel Fulfillment?

Omnichannel refers to a multichannel sales approach. But, it will provide the customer with a seamless or integrated shopping experience. That is, the shopping experience will be consistent whether they are shopping online, in a brick-and-mortar store, or on a mobile phone.

You will note that though both strategies aim to reach out to the customer through different channels, omnichannel fulfillment holds the customer as the central focus point.

Why Is Omnichannel Fulfillment Important?

You will get the answer to this question if you consider omnichannel vs. multichannel fulfillment.

Channel And Customer Relation

The multichannel approach focuses on just getting the word out about your business to the prospective customers through the maximum number of channels. It is like casting a net to catch the fish you can. Generally, social media and email is used extensively for this strategy. On the other hand, the omnichannel strategy uses different channels, but they ensure inter-related. They focus on building a relationship with the consumer and with the brand. Reports suggest that there can be up to 91% higher year-on-year customer retention in the case of companies with omnichannel strategies compared to those that do not have it.

Consistency And Engagement

The omnichannel fulfillment strategy focuses on a consistent, seamless experience. This will naturally heighten the sense of familiarity. When this happens, and the customer is happy about it, you can be assured of success.


 The omnichannel strategy focuses on reducing the effort the consumer has to buy your products. Therefore, the omnichannel fulfillment strategy should identify areas concerning customer experience and try to remove them. This means an effortless buying experience.

Tips To Develop A Successful Omnichannel Strategy

- Adopt a customer-first approach

- Understand your customers thoroughly

- Use the right technology to ensure a seamless experience for the consumers

- Segment the users

- Personalize customer experience

- Track the effectiveness of the strategy using the right metrics.


 Omnichannel fulfillment is the best way to improve customers’ connection with the brand. This customer-focused strategy will help in the growth of your business, while enhancing convenience for them as well. Identifying critical touch points between your customers and you is integral to omnichannel fulfillment. Nike and Starbucks have increased their revenue considerably following this approach; it can work wonders for retail businesses like yours too! 

We know that managing inventory across multiple channels (e.g., online store, brick-and-mortar location) can be challenging at times‚ÄĒespecially when there are new items coming into stock all the time or certain products demand more attention than others because they sell better. If this sounds like a problem you face on a daily basis, partner with Simpl Fulfillment today.


Recommended: How To Use Omni Channel Fulfillment Strategies In Your Business

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