How to ensure successful multichannel e-commerce management? Here are 10 tips to be applied without moderation!


  1. Define your favoured channels according to your budget and targets.
  2. Communicate on your distribution channels so your customers can find out about them.
  3. Use the data drawn from your various channels relevantly. You can use it to elaborate targeted marketing campaigns, namely with the help of a multichannel e-commerce solution.
  4. Structure customer databases according to channel, to refine your multichannel e-commerce strategy.
  5. Mobilise all your contact and sales channels with a view to optimising customer relations (“omnichannel” strategy).
  6. Optimise your channels so they become accessible from all mobile devices.
  7. Be reactive when communicating with customers, whenever they ask for information or express their discontent.
  8. Use social networks as part of your multichannel e-commerce strategy, both to communicate on your offers and enhance customer loyalty.
  9. Follow customer behaviour on your channels, basing yourself on a multichannel e-commerce solution, to find out about their habits: the terminals they use to surf, their favourite purchasing route, etc.
  10. Never forget the human factor! Customer contact is essential, whether it means implementing an after-sales service or suggesting promotional offers by phone.


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