In short, we can define retailing is sales goods or services using different types channels. E-Commerce is falling under internet/electronic commerce which is one of the channel in multi-channel approaches. Business to customer (B2C) and business to business (B2B) are part of electronic retailing if carried out over internet. Due to advancement of technology, precise and appropriate customer engagement strategy is very important for retailer’s business growth if e-commerce is their prime channel. Even though they have adopted multi or multiple channel approach (e.g web, email and social media), but still facing the challenges on delivering a seamless/consistent notifications to their customers. The shopping experience is not seamless/consistent if the customer browse /purchase products using their teleshopping channel and switch over to their e-commerce web site. Both the channel would provide difference shopping experience to the same customer.
Omni-channel approach has taken the multichannel experience to next level where customer can get an integrated shopping experience. In Omni-channel, online shopping can be performed from a desktop or mobile device, or by teleshopping, or by visiting a physical store but the customer’s shopping experience would be seamless. This approach accounts for each platform and device that a customer will use to interact with the retailer or company. That knowledge is then utilize to deliver an integrated experience. Major banks in India like Axis Bank has lean towards partial Omni-channel approaches to engage their customers seamlessly. Major transactional activities like account’s information, fund transfer etc are seamless with respect to device or platform what customers use including physical visit to their branches. Retailer can have amazing mobile marketing, engaging social media campaigns, and a rich web2.0 e-commerce website. But if they don’t work together, it’s not Omni-channel.