It is a well-reaching gospel in the 21st century. If you want to grow your business, turning to multichannel e-commerce is not optional. Also, for you to build a strong brand, extending your selling channels is a timely idea. Modern customers have different tastes and preferences. Unlike olden days where customer crashed in an in-store to check for various items, the notion is the other way. Customers want you to serve them with your offers at the places they spend their time. They want to buy as they play their online games and chatting with friends. While this is a good idea for boosting your sales, it can work negatively on your brands. You are wondering how this is possible yet multichannel opens up your business to a wider audience. Here is how this happens:
Limited control offers your brands
Building your brands is a work in progress. You must work hard to enhance your brand names and take it to the customers. For you to achieve this objective, you must interact with your customers effectively. Also, you need a unionized message about your brands. However, each channel comes with set terms and conditions. For you to remain on these channels, you must fall the policies to the letter. So, unlike in your online store, you have limited control over what happens to your brands.
Again, the channels particularly online marketplaces have affiliate marketing programs. These programs involve ambitious marketers whose ultimate goal is earning commissions. As such, they might discredit your products in favor of your competitors’ ones despite it being of high quality. Hence, you will lose sales,and you cannot control their actions.
Hard to deliver your promises
Multichannel selling can be an obstacle when trying to fulfill your promises to the customers. For instance, you might have a goal of delivering orders within 3 or 4 days. However, multiple channels come with large orders that you need to fulfill. Hence, unless you have a competent workforce and strong systems, realizing this objective can remain a dream. Failed promises lead to negative reactions from your customers,in the end, people will view your brands as insufficient. This way, losses will become your portion.
In a word, multichannel e-commerce can benefit your business when done in the right way. However, the approach leads to loss of control on your brands. You cannot determine the marketing and other actions taking place in your selling channels. This way, it harms your brand.