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Top 4 multichannel retail challenges and how to help your business succeed



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Selling with a strategy

Multichannel retail is subject to the butterfly effect, where whatever happens on one channel can affect your efforts in others. Small changes in channel strategy quickly spiral into struggles to maintain inventory, marketing efforts, customer service, and consumer feedback.

Knowing how to address challenges for your multichannel retail business will ensure you run a tight ship. Create strategies for each moving part, engage with your industry’s community online, and gather support and feedback where needed to help your business run more seamlessly and generate more revenue.

1. Overstocking and understocking inventory without a game plan

In the U.S. out-of-stock rates for online merchandising are much higher than the out-of-stock rates for one-stop shops. And the cost of inventory mismanagement — overstocks, understocks, and preventable returns — is nearly $2 trillion.

Having a solid inventory management strategy in place is essential for your multichannel retail business.

Customers will move on rather than wait if a product isn’t in stock or “will arrive in 3 weeks.” A solid inventory strategy can build credibility for your brand.

Inventory management is often thought of as the most challenging aspect of multichannel retailing. Each channel functions on its own, so change on one platform doesn’t translate to the next.

Birds eye view of assorted candles-2

For example, let’s say you have a collection of candles on your multichannel retail shop, Amazon, and Etsy. Your most popular scent, in particular, sells out but only marks as out-of-stock on your boutique site — neglecting the third parties. Now you’ll have to reach out to the buyers who purchased the missing candles. Let them know that the item is unavailable or will take an extended time to restock. Either option doesn’t look good for your brand or business.

A situation like this is avoidable with the right planning and strategy. And as a result, you’ll build your reputation and lower the cost of inventory mismanagement.

Inventory solution: Follow a 4-step process that steers clear of overstocking and understocking

A strategy will keep your inventory, logistics, and distribution functions in sync, to meet customer expectations across all retail platforms.

  1. Use a system for inventory management: As a multichannel retailer with a solid system in place, you’ll have a more accurate view of products moving through the supply chain. An inventory system aims to verify items match with barcodes and product tags to avoid discounts. The codes and tags offer accuracy — ensuring your stock level in the warehouse matches what you have in your digital system.
  2. Gather accurate data: Precision is crucial when it comes to collecting information for your inventory count to avoid running into untimely restocking. When looking at what’s physically in the warehouse, on paper, and in the inventory system, ensure the numbers are the same across all three areas.
  3. Dig into customer needs: From looking into trending topics (like what’s hot for the holidays), get clarity and dig into what’s intriguing to your audience. What are your competitors selling that you can add your own flair to in order to make it better? Stay ahead of the game to ensure you are the first business your target audience turns to. Knowing what is popular in the market will let you know what to buy more of to avoid understocking, as well as what to buy less of to avoid overstocking.
  4. Outsource a logistics supplier: While you have the option to invest in individuals and systems to get the perfect amount of stock, choose to outsource a logistics supplier instead. They already have the assets, knowledge, and experience to ensure your stock levels are tight.

2. Delivering consistent marketing and messaging across multiple social platforms

Social media heart symbol painted above someone's arm holding a cell phoneSocial media heart symbol painted above someone's arm holding a cell phone
Photo by Karsten Winegeart on Unsplash

For high engagement, brand messaging for your business needs to be the same across all social media platforms as a multichannel retailer and marketplaces. Your target audience will have a crystal-clear understanding of who they’re engaging with.

But many brands overextend themselves. Only 9% of marketers consistently engage with customers across multiple channels. Rather than remaining consistent on a few channels, they open themselves to more avenues and then struggle to maintain conversations with their audiences on each.

But whichever marketplaces your products are on, make sure your most active social media platforms are visible and accessible. Customers and potential buyers should have quick and easy access to your social channels to see what you, your brand, and your products are all about.

As a starting point to increasing customer engagement and connecting with customers, focus on one or two channels where customers engage most. Whoever follows you on those likely has an interest in your products or has already made purchases and is ready for more.

Marketing solution: Create space on social media through 3 customer-engaging tactics

  1. Get creative: Create polls on Instagram that provide knowledge about your brand, product history, plus different channels you sell on. What you share will be mini teaching moments for your followers to connect in a more meaningful way.
  2. Be interactive: Ask product-related questions in Facebook groups, on Instagram stories, or whenever you receive the most engagement. You’ll gather different perspectives from your audience to later apply to the type of products you sell.
  3. Use customer feedback: Social proof is everything. And with 92.4% of customers relying on online reviews to determine their future purchases, you’ll want to showcase the positive customer reviews to make your business shine. The firsthand, genuine remarks are what will attract future buyers to hop on the train to buy from you too.

3. Focusing too closely on your product instead of customer service

You can quickly lose a potential customer before they “walk through the door” if you’re giving too much attention to your products and not enough to them.

According to Bain & Company, a customer is four times more likely to do business with a competing brand if a problem they incur with your brand is service-related rather than price-related.

Also, Salesforce’s customer service facts found that you can boost revenue by improving customer service efforts. They say that an excellent customer experience is essential for building relationships with customers. And 67% of people say they’d gladly pay extra to get it.

With the perfect team and the help of automation in place, you’ll have high satisfaction results from customers.

Customer service solution: Scale your team and use automation

Customer service agent looking at laptop-2

Scale your team by having a point person handle customer inquiries. While the person in this position should have a strong background in customer service, allow them to lean on automation when traffic increases. The mechanization will heighten the chance of solid interactions and experiences.

Your customer support representatives should carve out time daily to cater to the needs of consumers. So, hire people who are big on genuinely interacting with customers.

For customers to immediately reach out, ensure your contact details are accessible. All information should be the same on each platform to ensure all customer questions and inquiries go to the same email address, phone number, or social media channel for direct messages.

Automation can come into play by implementing automated responses. A simple — “Thank you so much for reaching out! You will receive a response from a team member within the next 12 hours” — goes a long way, rather than leaving customers in the dark.

4. Evaluating your market without listening to customers

It’s easier to collect complex data than evaluate qualitative feedback or notice subtle signs. And subtle signs can be given to you if you ask customers for them.

Only one out of every 26 customers is likely to give feedback about their complaints. The rest of them take their business elsewhere. But you can increase the pool of customer feedback by letting customers know that you’re here to listen and make a difference.

Evaluating your market by tuning into customer feedback will help you guide your marketing efforts and increase customer satisfaction — which will determine if you meet their expectations.

Listening solution: Offer surveys to get clarity on customer needs

Because people now have shorter attention spans than goldfish, you need to offer quick and simple survey questions that get to the point and draw their attention, so you get the feedback you need. The more feedback you get from your target audience, the better you can cater to their needs.

For instance, let say you run a multichannel retail business that sells protein vitamins and supplements. Your newest protein powder claims to boost energy and metabolism faster than competing brands.

Rather than relying solely on market and sales data as a determining factor of success, personally reach out to customers for feedback.

Send out a blast email or text message, asking a few questions to buyers of the new supplement. Ask them about the pros and cons, as well as ways you may be able to improve the product. Overall, the goal is to show customers that you hear them — considering their recommendations and applying them to future products.

Optimize your multichannel retail business for consistency

Optimizing for consistency across each channel minimizes the chances of small changes turning into big problems. In turn, optimizing maximizes the chances of multichannel retail success. Focusing on enhancements is especially crucial if your business is booming and you’re working on expanding to new channels.

Bring your channels closer together by using a marketing dashboard for optimization. You’ll keep a closer eye on all moving parts of your operations, ensuring everything flows as perfectly as possible. And, of course, having a proper system running will help you stay competitive with cost and customer retention.

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Growing a Business

2023’s Festive Formula: Small Business Success in the Extended Holiday Season

Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!



The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.

Understanding the Holiday Shopper

Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.

Creating a Festive In-Store Experience

Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.

Leveraging Online Platforms

A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.

Harnessing the Power of Social Media

Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.

Personalization and Customer Service

Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.

Fast Fulfillment and Inventory Management

Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.

Post-Holiday Strategies

Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.


The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.

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Growing a Business

Unlock the Power of Email: 2023’s Ultimate Guide to Personalized Marketing Mastery



In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.

1. The Art of Personalization

Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.

2. Mobile-First Email Design

With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.

3. Interactive and Visual Content

Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.

4. Authenticity and Brand Storytelling

Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.

5. AI-Driven Email Optimization

Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.

6. Privacy and Data Protection

With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.

7. Measuring Success and Adapting Strategies

Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.


Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.

This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.

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Revolutionizing Marketing: The Power of AI in the Digital Age



Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace

In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.

Hyper-Personalized Campaigns: Beyond Basic Personalization

Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.

Enhanced Customer Journey Mapping

AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.

SEO Wizardry: Mastering Search Engine Dynamics

With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.

Predictive SEO

AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.

Social Media Mastery: Crafting a Digital Narrative

AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.

Content Optimization

AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.

Engagement Analysis

AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.

Conclusion: Navigating the AI-Driven Marketing Landscape

AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.

As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.

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