Omnichannel
Reviewed by Dasha ShakovVP Marketing, Proton
Updated
What is omnichannel?
Omnichannel is an approach to selling in which customers can buy through any channel and see the same prices, product information and account history. The channels include reps, phone, website, EDI and the branch counter; multichannel only means offering several channels, while omnichannel means those channels share the same data.
Omnichannel example
A plant buyer receives a quote from her outside rep at noon. That evening she finds the same quote, at the same price, in her account on the distributor’s website and converts it to an order there.
Related terms
- B2B ecommerceB2B ecommerce is selling to business customers online, through a website or app where they can search products, see their own prices and place orders.
- Ecommerce customer accountAn ecommerce customer account is a business customer’s login on a distributor’s website, showing its own prices, orders, invoices and saved lists.
- Channel conflictChannel conflict is the friction that arises when a manufacturer or distributor sells through several routes that end up competing for the same buyers.
- Electronic data interchange (EDI)Electronic data interchange (EDI) is the exchange of business documents, such as POs and invoices, between two companies’ systems in a standard format.
