Multi-channel marketing is an advanced method of marketing which is mutually beneficial to both the retailer and customer. The concept, popularized by Amazon integration and ebay, has become so popular with customers, that it is all set to replace one store retail, lock stock and barrel. 

Multi channel operations makes buying a satisfying experience. Because of this a retailer can expect customer loyalty. The combination of channels helps to exploit the advantages as well as overcome the shortcomings of each channel.

This can best be exemplified by comparing the store channel with non-store channel. The store channels provide a person the chance to use all five senses while assessing personal service, products, cash payments and instant acquirement. Though non-store channels use methods like instant messaging, social networking, and 3-D technologies to match store benefits, the fact remains that, non store channels, these methods are not as effective as those offered by a store channel.

Non store channels, on the other hand, offer other distinct benefits. Primary among them is the convenience of purchasing products, whenever and wherever customers want to. Not having to commute for purchases saves both time and transportation costs. With the availability of drop shipping solutions the problem of commutation has been solved to the last knot. This apart, non store channels provide the chance of wider merchandise selections, along with safe shopping experience. In addition to these, non-store channels provide buyers more exhaustive information about merchandise than store channels. As the nature of the information provided is more personalized, it helps to meet the needs of individual customers better.

Several studies have found that buyers, who use retailer’s multiple channels, tend to buy more, than if they were single-channel customers. The relationship developed is symbiotic and keeps growing in a very casual way. The increased benefits and repeated visits by customers help retailers reap huge profits. Earning profits through multi-channel retailing can be all the more satisfying as a retailer also gets to earn customer satisfaction and loyalty.