The importance of multi-channel management in the fulfillment process

Do you want to be successful in the online and offline world as a company? Then it is essential to create a seamless and efficient fulfillment or e-fulfillment process. Multi-channel management is indispensable in this regard. But why? In this article, you will read why it is smart to invest in multi-channel management and how this can contribute to improving the fulfillment process. You will also discover how to keep your customers happy with the right strategy and how to take your business to the next level in today’s online world!


What is multichannel management?

Multichannel management has become a crucial part of modern business operations. This type of management refers to strategies and technologies that companies use to sell their products and services through different online and offline sales channels. Consider channels such as your own online shop, social media, retail stores, email, and more. If you use the right channels at the right time, you will reach a larger target audience. After all, you are active on the channels the customer chooses!


In addition, it can improve the efficiency of the fulfillment process, making order fulfillment faster and more accurate. By implementing the right multichannel management tools and strategies, companies can significantly improve their competitive position. After all, the tighter the fulfillment process is put together, the greater the chances of excellent customer satisfaction. And that’s how you differentiate your company from the competition.


The difference between a multichannel and omnichannel strategy

A multi-channel and an omnichannel strategy both aim to reach customers on different channels, but there are important differences between the two. A multichannel strategy allows you to reach customers through different channels, but these channels often work independently of each other. An omnichannel strategy, on the other hand, focuses on seamless integration of all possible channels so that customers have a consistent and personalized experience.

Meaning omnichannel: Did you know that the word “omnichannel” originated in the world of retail? It was first used in the 1990s to describe the seamless integration of different sales channels, such as physical stores, online stores and mobile apps.

The advantage of a multichannel strategy is that it can help increase brand awareness and customer reach, while an omnichannel strategy can lead to benefits such as increased customer loyalty and sales. The downside of a multichannel strategy is that it can lead to inconsistencies in the customer experience. If you use omnichannel, implementing it is often more complex and expensive. So it’s important to carefully weigh which strategy best suits your company’s goals and resources.


The importance of multi-channel management in the fulfillment process

Multi-channel management plays an important role in the successful execution of the fulfillment process. By using different sales channels, including a physical store, an online platform, or social media, companies can quickly expand their reach. In the long run, as with omnichannel management, this results in higher customer satisfaction, interaction, and loyalty. This in turn leads to more sales, allowing companies to grow faster.


Companies such as, Coolblue, and Zalando are good examples of organizations using multi-channel and omnichannel management. Through a strategic approach to multi-channel management, these companies are improving the customer journey. The result? A greater competitive advantage and faster business growth. So, are you looking for a way to simplify order fulfillment, warehouse operations, and consumer communication? Then multi-channel management is an effective strategy for you.

multi-channel management & omnichannel.

Here’s how to develop a successful multichannel management plan

Developing an effective multi-channel management plan can be challenging, but with the right tips and guidelines, it is possible to be successful in managing multiple channels. A key element of a successful multi-channel management plan is understanding the unique needs of consumers in each channel. After this, you get to work on integrating a seamless customer experience.


It is also essential to have a clear strategy. Include the following points in developing the plan:

  1. Identify the target audience: determine who the ideal audience is for your business and what type of communication this audience prefers
  2. Choose the right channels: choose the channels best suited for your target audience. Consider the pros and cons of each channel and how they can complement each other.
  3.  Create a consistent brand experience: make sure the brand experience is consistent across all channels. This can be achieved through consistency in design, and the use of QR codes to simplify product information and customer service.
  4. Optimize the customer journey: create an overview of the customer journey across channels and optimize it. This allows the customer to switch seamlessly between channels, resulting in an optimal customer experience.
  5. Integrate systems and data: ensure that systems and data integrate seamlessly with each other so that information about customers, orders, and inventory is available in real-time.
  6. Measure and analyze: measure the performance of different channels and analyze the data to gain insights into what is working and what is not. Use these insights to continuously optimize the plan.
  7. Ensure continuous improvement: multi channel management is a continuous process of improvement. Keep a close eye on market trends and customer needs and adjust the plan accordingly.


Tools and technologies for multi-channel management

With so many different communication channels to choose from, it can be challenging to keep track of everything and manage it effectively. Fortunately, there are several tools and technologies available to simplify and streamline the process. For example, there are Customer Relationship Management (CRM) systems, Marketing Automation tools, and Content Management Systems (CMS) that take a lot of work off your hands.


Each of these tools has its own advantages and disadvantages, depending on the specific needs of the organization. CRM systems, for example, offer a streamlined way to collect and manage customer data. Marketing Automation tools can help automate marketing campaigns, and CMS systems, in turn, can be useful for managing Web site content. This technology also makes optimizing online presence easier.


By combining different technologies, you can change the way people interact with your business. But the time you put into coordinating different communication tools, for example, is much underestimated. Yet a multi-channel management system has enormous benefits after its implementation. Once different channels are aligned, this results in considerable time savings. And time is money!


Avoiding common mistakes in multi-channel and omnichannel management

A multi-channel or omnichannel management strategy can be a powerful tool to grow any business and expand its customer base. Unfortunately, there are common mistakes that can lead to inefficiencies and ultimately failure of all efforts to implement these strategies. These are the most common mistakes when implementing multi-channel or omnichannel strategies:


  • no clear plan is created;
  • the needs and preferences of the target audience are ignored;
  • there is no smooth integration between different channels
  • customers choose channels that are seen as the inferior child by the company;
  • the touch points for interaction between consumers and the company are not clear;
  • company branding is not clear or consistent;
  • popular means of communication, such as the cell phone, are seen as a threat;
  • companies focus on perfecting the fulfillment process but forget to include return policies.

To avoid these mistakes, it is important to develop a clear strategy that takes into account the needs of the target audience and focuses on the channels that are most effective. Along with this, you need to ensure that all channels are seamlessly aligned and that you have the necessary resources and support to execute the strategy. By avoiding these mistakes and properly implementing the multi-channel management strategy, you can take your business to new heights and reach customers in an effective and efficient manner.


Omnichannel management or multi-channel management?

Managing multiple channels in the fulfillment process is critical to successful business operations. In this article, we discussed how multi-channel management can be used and help create a seamless experience for the customer and reduce errors in the process.
By using multiple channels, such as e-commerce platforms, marketplaces, and physical stores, businesses can expand their reach and reach more customers. Moreover, multi-channel management can help reduce inventory shortages and product surpluses, saving you costs and increasing profits.


In short, as a business, it is vital to spend time developing a good multi-channel management strategy. Curious about how we help our clients implement this management strategy in their business?


Contact us now for more information and start improving order processing today to optimize the customer experience within your organization!


Willem Ten Asbroek

Willem Ten Asbroek

CEO, Bizbloqs Management Solution B.V.

Related Posts

Comparative analysis of WMS features

Comparative analysis of WMS features

An advanced Warehouse Management System (WMS) is the backbone of every modern logistics company. With the right system, you can benefit from various WMS advantages,

Translate »


Welcome to the BizBloqs product selector. This is a tool we designed to guide you to the right subscription for your business.

If you are not sure how to answer a question, or you are not comfortable with the recommendation, please simply contact us and discuss it with one of our experts. It is our duty and pleasure to guide you to the best of our ability, making sure you arrive at the right well-informed choice that suits your needs perfectly.


BizBloqs offers Business Processes as a Service (BPaaS) and has created a range of subscriptions that service the specific needs of customer profiles we have encountered often in the market.

Our solutions are designed in such a way that we can service the smallest businesses for their basic needs, while the same platform can service the most complex and elaborate logistic requirements as well. This level of scalability allows all our customers to make their subscription grow with their needs, no matter how rapidly they grow or increase the complexity.


I only need very basic features and care most about my outbound process.


Gambit is our entry-level solution that covers the basic needs for companies that are looking to digitize their order fulfilment processes.

The emphasis of this subscription is on the outbound processes, handling all common requirements with ease. Gambit includes the ability to integrate a web shop on the frontend or an ERP system in the backend.

Furthermore, you can connect your Gambit solution to a supported transporter of your choice. Your order fulfilment and stock management have never been easier.


I only need basic features, but inbound and outbound processes are both very relevant for my requirements.


Pawn is the second-tier subscription of BizBloqs. It offers all the capabilities of Gambit, but also adds full control over the purchasing process. If you are looking to take your business to the next level by digitizing all your warehouse processes altogether, Pawn is the right solution for you.

It offers location management out of the box, supporting one location per article as the standard. All basic processes any small or medium business might need are included, all based on the years of experience and elaborate expertise of BizBloqs. We have taken the best practices of implementations in the past so you can benefit from the best of our capabilities.


I need some advanced features; my situation requires location management and/or we need digital support for batch picking. You could say my needs resemble a wholesaler, reseller or large web shop.


Knight takes your digital logistic capabilities to the level you might see at large companies with a professional setup. In fact, BizBloqs services several companies at this level with its Knight solution. It offers the possibility to manage an article across multiple locations and offers digital management for your batch picking.

Knight is the right solution for you if you need to optimize fairly complex processes or large operations. If location management is a big part of your business, Knight is the right subscription level for you. This solution is popular amongst wholesalers, resellers and web shops in particular.


I want a standard solution, but with all the bells and whistles. I manage multiple locations and zoning across my warehouses and deal with a lot of orders.


Bishop is the ultimate standard subscription with a wide range of features beyond the capabilities of Knight. It allows for dynamic location management, which allows you to keep track of your stock on the move at all times.

You can manage multiple locations and assign various location zones as per your requirements. Bishop can handle a great number of orders without effort. If this ultimate subscription still doesn’t meet your needs, you would need to consider a custom solution that is tailored specifically to your requirements.


Clearly it will not be possible to make a straightforward recommendation for your needs. That’s perfectly fine, we have the expertise and experience to address your challenges. You will need to work with our experts to digitize your processes and define your workflow.

Our solutions are designed in such a way that we can service the smallest businesses for their basic needs, while the same platform can service the most complex and elaborate logistic requirements as well. We can do this without development in almost all cases, simply by configuring our solutions to reflect your situation perfectly.