Multikanals

Multikanals is a business approach that uses multiple channels to interact with customers and conduct transactions. In a multikanals framework, each channel—such as stores, online stores, mobile apps, catalogs, telephone support, email, social media, and marketplaces—operates as a distinct path for sales, service, and information, rather than being fully integrated into a single seamless experience.

Typical channels include physical retail locations, e-commerce sites, mobile apps, call centers, email marketing, social networks, and messaging platforms. Customers may begin a journey on one channel, gather information on another, and complete a purchase through a third.

Advantages of multikanals include wider reach and accessibility, flexibility for customers, and resilience if one channel is disrupted. It also allows channel-specific messaging and pricing tailored to distinct customer intents or preferences.

Challenges involve channel fragmentation and higher operating costs due to duplicate systems and processes. Data can become siloed, making it harder to form a single view of the customer or to attribute sales accurately. Coordinating pricing, promotions, and stock across channels can be complex, and inconsistent experiences may arise if channels are not well managed.

Implementation considerations include selecting channels aligned with target segments, investing in data integration and governance, and establishing clear ownership of channel performance. A unified data layer, customer relationship management, and channel-specific analytics support better measurement of outcomes and customer journeys.

Multikanals is widely used across retail, banking, telecommunications, and media, particularly where customer interaction spans digital and physical touchpoints.