Multicanale

Multicanale is a business strategy that uses multiple channels to reach, engage, sell to, and support customers. The aim is to maximize reach and convenience by making products and services available across several platforms.

Channels typically involved include physical stores, e-commerce websites, mobile apps, social media, marketplaces, catalogs, email, and call centers. These channels may be managed directly by a company or through partner networks, affiliates, and distributors, allowing customers to interact with the brand in the way they prefer.

In practice, multicanale focuses on maintaining a presence across channels and coordinating basic marketing and sales activities. It differs from omnichannel approaches, which seek a tightly integrated customer journey and a unified data view across all touchpoints. Multicanale can involve channel-specific campaigns and processes, with limited cross-channel data sharing and seamlessness.

Benefits of a multicanale approach include broader reach, greater flexibility for customers, and the ability to tailor offers to the strengths of each channel. Challenges include data fragmentation, inconsistent branding or service quality across channels, higher management and technology costs, and difficulties in measuring cross-channel performance.

Implementation considerations include governance that assigns channel ownership, data integration to support analytics, customer relationship management (CRM) practices, and clear metrics such as channel reach, per-channel conversion rates, average order value, and customer lifetime value. The approach often requires investments in channel-specific content, staff training, and technology to synchronize operations where feasible, with the goal of improving accessibility and user experience while preserving brand coherence.