Omni-Channel and Multi-Channel Sales Strategy

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Up until a few years ago, sales strategy consisted of two basic sales principles for both B2B and B2C:

Location/Capacity to reach consumers

Having the right product (often equivalent to having as wide a variety as possible)

With the emergence of the online channel, it became possible to reach a higher number of consumers in a global way and to reduce product stocking charges. Also, with the introduction of mobile devices we could reach and interact with our potential buyers as well as with the personalization of our offer (geo-location, micro-formats, experiences, reputation, etc.). With these steps, Multi-Channel strategies were implemented for our customers, and with the current ability to analyze and automate, we can implement Omni-Channel strategies. When Lifting Group was founded, we were one of the top Multi-Channel agencies in Spain. We achieved and still achieve great business results for our customers. We now lead Omni-channel strategies.

The rise of the Omni-channel has phased out Multi-Channel strategies. But, to be honest, at Lifting Group we have always considered that identifying the right moment in our customers’ business model is not only necessary, but also guarantees objective achievement and action success.

Identifying the moment is essential to define a Multi-Channel transition strategy, a hybrid or 100% Omni-channel strategy.


To do so, the Lifting Group staff that takes responsibility for leading Multi-Channel and/or Omni-channel strategy definition and implementation for our customers also takes charge of:

Defining the channel implementation scope within the business strategy.

Data Audit and the processes to obtain it.

Definition of ideal models for each channel.

Definition of synergy and anchoring points between each of the channels (Retail, E-commerce, Apps, Social Media, Sales Teams, Distributors, Telemarketing, Customer Service, etc.)

Channel optimization using provided data to increase conversions/sales, satisfaction and loyalty.

Definition of recurrent analysis models.

Definition of systems and technology in each channel and synergies between them.

Definition of the value transmission map in all the customers’ business areas.