How to Implement a Successful Multichannel Marketing Strategy


These days, consumers have numerous platforms at their fingertips (e-commerce sites, marketplaces, mobile apps with integrated sales solutions) for buying online or in physical shops. We are seeing more multifaceted paths to purchase models: consumers hear about a product on social networks, compare prices on merchant websites, then place an order on their favourite marketplace or buy in their local shop. Your company must implement a multichannel marketing strategy to adapt to new consumer behaviour trends and guide your customers every step of the way! At the end of the article, you will find some practical examples from Europcar, Clarins and Zadig & Voltaire.

Why and how to convert to multichannel marketing

Multichannel marketing is the ideal solution for today’s online merchants and brands who aim to reach and sell to their customers throughout their entire buying journey, across all points of contact and sales channels. You can reach your leads across all websites and platforms (your e-commerce site and partner marketplaces) as well as via social networks (Facebook and others) or through traditional marketing campaigns (paper catalogues, email, phone, text). In this way, you will maximise your chances of success!

With this strategy, you can also combine offline and online marketing channels, by developing a path to purchase model which transcends the barriers between the real and virtual world and between online and physical shops. You can sell and promote your products everywhere and simultaneously, by adapting to new consumer behaviour trends to engage with your customers and gain their loyalty.

There are certain prerequisites to ensuring a successful multichannel marketing strategy. Conduct a preliminary study to determine the best communication media for your brand or business and build a marketing action plan tailored to each one. This will drive high-quality traffic to your desired landing pages. Which involves using the right tools, especially product feed management tools.

How can product feed management help you?

It is no longer possible for brands and manufacturers to ignore marketplaces when it comes to selling their products. It is also true that a lot of time and energy are required to track and manage product sheets, promotions, inventory and orders on every platform.

Juggling between different marketplaces gets even more complicated if you decide to expand your e-commerce strategy to Europe or other continents. The number of distribution channels rises exponentially when you enter new markets. Prices must be converted in real time, data and product sheets need translating, as quickly as possible.

Fortunately, these tasks can be made much easier with multichannel management tools which can be integrated into your marketing strategy. These tools are provided by Lengow (your partner in marketplace management) on our platform. Instead of using tools unique to each marketplace, with Lengow solutions you can centralise your product management, partially automate your inventory management and oversee multiple distribution channels in dozens of countries!

Brands can ensure that their data is synchronised across all their sales channels and can guarantee product availability in the event of an order. Every online merchant knows how disastrous it can be for their brand image to fail to fulfil an order delivery or price, due to a delay in updating their product catalogue. It’s a compelling reason to use a first-rate inventory and product feed management tool. 

Lengow provides tools to manage your information and product feeds to target your customers more effectively. You can even integrate various marketing or analytics apps or comparison shopping engines (Google Shopping, Criteo). In this way, brands can refine their offers, platform by platform, and segment their customers according to their campaigns or A/B test their ads.

Multichannel Marketing Strategy – 3 customer case studies

If you want to find out more about the benefits of using Lengow, here are three case studies on brands operating in different sectors, which have used our platform to conquer new international markets and optimise their feed management.

  • Europcar, industry leader in car rental, came to Lengow to optimise and expand its product catalogue management (a catalogue which currently comprises over 25,000 items), and to centralise its digital campaign management. The company has not only benefited from time saved, but has also expanded into new channels and markets, which would have been inconceivable previously. Europcar was so pleased with these results that it subsequently decided to entrust Lengow with several of its other brands (Goldcar, Buchbinder, Fox and Ubeeqo).
  • Zadig & Voltaire, the well-known French prêt-à-porter brand, turned to Lengow to boost its digital sales and grow its global reputation. The brand’s products are distributed across eight feeds with over 10,000 items each, and its marketing scope has expanded to include personalised dynamic ads, particularly on social networks. The brand says it has gained autonomy and multiplied its investments ninefold on Google Shopping, thanks to Lengow’s tools.
  • Clarins, the family cosmetics business founded in 1954, has become a global brand with a presence in 141 countries. The brand has used Lengow’s services since it launched its e-commerce activity to centralise its distribution channels, owing to the rapid distribution of its catalogue across numerous markets. Eighteen feeds are distributed over more than 70 distribution channels, including solutions for affiliation, retargeting, product ads and comparison shopping engines.

Do not hesitate to contact us so that we can work together on your multi-channel marketing strategy:

Naomi Botting

Field Marketing Specialist

Your e-commerce library

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