{"id":7168,"date":"2023-12-07T11:14:29","date_gmt":"2023-12-07T10:14:29","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=7168"},"modified":"2023-12-07T14:11:11","modified_gmt":"2023-12-07T13:11:11","slug":"omnichannel-vs-multichannel-it-may-sound-the-same-but-the-differences-are-crucial","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/omnichannel-vs-multichannel-it-may-sound-the-same-but-the-differences-are-crucial\/","title":{"rendered":"Omnichannel vs. Multichannel: Zn\u00ed podobn\u011b, ale rozd\u00edly jsou z\u00e1sadn\u00ed"},"content":{"rendered":"

I kdy\u017e jsou oba koncepty zam\u011b\u0159en\u00e9 na z\u00e1kazn\u00edky, hlavn\u00ed c\u00edle a postupy omnichannel a multichannel se li\u0161\u00ed. P\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek a zjist\u011bte, co pou\u017e\u00edt, abyste sv\u00fdm z\u00e1kazn\u00edk\u016fm poskytli ten nejlep\u0161\u00ed n\u00e1kupn\u00ed z\u00e1\u017eitek.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Z\u00c1KLADY OMNICHANNEL<\/p>\n\n\n\n

Omnichannel je strategie, kter\u00e1 v\u00e1m umo\u017e\u0148uje komunikovat se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm mnoha propojen\u00fdch kan\u00e1l\u016f (POS, mobiln\u00ed aplikace, e-shop) a vytv\u00e1\u0159et jednotn\u00fd z\u00e1kaznick\u00fd z\u00e1\u017eitek bez ohledu na to, jak\u00fd kan\u00e1l pou\u017e\u00edvaj\u00ed.<\/p>\n\n\n\n

Omnichannel m\u00e1 mnoho v\u00fdhod. D\u00edky propojen\u00fdm kan\u00e1l\u016fm, m\u016f\u017eete sb\u00edrat v\u00edce z\u00e1kaznick\u00fdch dat z r\u016fzn\u00fdch kontaktn\u00edch bod\u016f. Pou\u017eijte CDP & CRM CareCloud, kde budou v\u0161echna spr\u00e1vn\u00e1 data p\u0159i\u0159azena tomu spr\u00e1vn\u00e9mu z\u00e1kazn\u00edkovi. CareCloud m\u00e1 tak\u00e9 aplikaci Anal\u00fdzy & Reporting, kde m\u016f\u017eete tato data analyzovat a p\u0159edpov\u00eddat n\u00e1kupn\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

\u010c\u00edm v\u00edce dat od z\u00e1kazn\u00edk\u016f z\u00edsk\u00e1te, t\u00edm v\u00edce m\u016f\u017eete personalizovat obsah. To vede k v\u011bt\u0161\u00ed spokojenosti z\u00e1kazn\u00edk\u016f a zvy\u0161uje pravd\u011bpodobnost, \u017ee se vr\u00e1t\u00ed a nakoup\u00ed znovu. Nav\u00edc se s omnichannel strategi\u00ed va\u0161e prodeje v\u00fdrazn\u011b zv\u00fd\u0161\u00ed.<\/p>\n\n\n\n

CO JE MULTICHANNEL<\/p>\n\n\n\n

Multichannel je tak\u00e9 marketingov\u00e1 strategie pro komunikaci se z\u00e1kazn\u00edky, ale ka\u017ed\u00fd kan\u00e1l (obchod, e-shop, mobiln\u00ed aplikace) m\u00e1 jin\u00fd typ marketingov\u00e9 komunikace. <\/p>\n\n\n\n

Tyto kan\u00e1ly nemus\u00ed b\u00fdt navz\u00e1jem propojen\u00e9. Nap\u0159\u00edklad komunikace na soci\u00e1ln\u00edch m\u00e9di\u00edch m\u016f\u017ee vypadat jinak ne\u017e e-mailov\u00e1 komunikace. Mus\u00edte b\u00fdt ale opatrn\u00ed, proto\u017ee ka\u017ed\u00fd design mus\u00ed reprezentovat va\u0161i zna\u010dku. Platforma CareCloud nab\u00edz\u00ed snadno pou\u017eiteln\u00fd n\u00e1stroj pro n\u00e1vrh e-mail\u016f, kde m\u016f\u017eete rychle navrhnout sv\u016fj e-mail\/SMS.<\/p>\n\n\n\n

S multichannel marketingem m\u00e1te v\u011bt\u0161\u00ed flexibilitu p\u0159i c\u00edlen\u00ed, proto\u017ee m\u00e1te odli\u0161nou komunikaci a marketing pro ka\u017ed\u00fd kan\u00e1l. Vytv\u00e1\u0159ejte r\u016fzn\u00e9 v\u00fdhody a kampan\u011b pro z\u00e1kazn\u00edky v mobiln\u00edch aplikac\u00edch oproti obchodu a e-shopu.<\/p>\n\n\n\n

ROZD\u00cdLY MEZI STRATEGIEMI<\/p>\n\n\n\n

Multichannel a Omnichannel mohou zpo\u010d\u00e1tku zn\u00edt podobn\u011b, proto\u017ee oba pou\u017e\u00edvaj\u00ed r\u016fzn\u00e9 kan\u00e1ly, jsou zam\u011b\u0159en\u00e9 na z\u00e1kazn\u00edky a cht\u011bj\u00ed vytvo\u0159it ten nejlep\u0161\u00ed n\u00e1kupn\u00ed z\u00e1\u017eitek. Ale hlavn\u00ed rozd\u00edl je v jejich strategi\u00edch. Poj\u010fme se na to pod\u00edvat.<\/p>\n\n\n\n

Omnichannel se v\u00edce zam\u011b\u0159uje na sjednocen\u00ed z\u00e1kaznick\u00e9ho z\u00e1\u017eitku nap\u0159\u00ed\u010d komunika\u010dn\u00edmi kan\u00e1ly - bez ohledu na to, jak\u00fd kan\u00e1l z\u00e1kazn\u00edk pou\u017e\u00edv\u00e1, z\u00e1\u017eitek z n\u00e1kupu by m\u011bl b\u00fdt v\u017edy stejn\u00fd.<\/p>\n\n\n\n

Nap\u0159\u00edklad: Z\u00e1kazn\u00edk si prohl\u00ed\u017e\u00ed nab\u00eddku stan\u016f. Jeden vlo\u017e\u00ed do n\u00e1kupn\u00edho ko\u0161\u00edku, ale n\u00e1kup nedokon\u010d\u00ed. Omnichannel mu proto p\u0159ipomene opu\u0161t\u011bn\u00fd ko\u0161\u00edk s personalizovanou remarketingovou reklamou nap\u0159\u00edklad na Instagramu. <\/p>\n\n\n\n

Multichannel marketing se naopak zam\u011b\u0159uje hlavn\u011b na rozd\u00edly mezi jednotliv\u00fdmi kan\u00e1ly a na p\u0159izp\u016fsoben\u00ed komunikace a marketingu pro ka\u017ed\u00fd kan\u00e1l. Z\u00e1kazn\u00edci si mohou vybrat, kter\u00e1 nab\u00eddka je pro n\u011b vhodn\u011bj\u0161\u00ed, nebo je m\u016f\u017eete motivovat k n\u00e1kupu v konkr\u00e9tn\u00edm kan\u00e1lu.  <\/p>\n\n\n\n

Uvedeme p\u0159\u00edklad: Knihkupectv\u00ed, kter\u00e9 sb\u00edr\u00e1 z\u00e1kaznick\u00e1 data, v\u00ed, \u017ee z\u00e1kazn\u00edci kupuj\u00ed v\u00edce knih z e-shopu, ale preferuj\u00ed slevy v obchod\u011b. Tak\u017ee jim knihkupectv\u00ed po\u0161le marketingovou kampa\u0148 na 1+1 zdarma, kter\u00e1 bude platit pro eshop a naopak pro kamenn\u00e9 prodejny slevu 20% . Odli\u0161n\u00e1 nab\u00eddka pro ka\u017ed\u00fd z kan\u00e1l\u016f.<\/p>\n\n\n\n

Je na v\u00e1s, jakou marketingovou strategii si zvol\u00edte. V obou p\u0159\u00edpadech ale budete pot\u0159ebovat platformu, kter\u00e1 v\u00e1m pom\u016f\u017ee kampan\u011b analyzovat a optimalizovat.<\/p>\n\n\n\n

Z\u00c1V\u011aRE\u010cN\u00c9 SLOVO<\/p>\n\n\n\n

CDP & CRM CareCloud nab\u00edz\u00ed univerz\u00e1ln\u00ed n\u00e1stroje, kter\u00e9 d\u011blaj\u00ed va\u0161i marketingovou kampa\u0148 jedine\u010dnou. Platforma CareCloud je integrov\u00e1na do ka\u017ed\u00e9ho kontaktn\u00edho bodu se z\u00e1kazn\u00edkem, co\u017e usnad\u0148uje a urychluje vytv\u00e1\u0159en\u00ed omnichannel kampan\u00ed. Pro multichannel kampan\u011b m\u016f\u017eete pou\u017e\u00edt CareCloud designer, k vytvo\u0159en\u00ed email\u016f a SMS zpr\u00e1v podle designu va\u0161\u00ed zna\u010dky. Zajist\u011bte, aby se va\u0161i z\u00e1kazn\u00edci c\u00edtili v\u00fdjime\u010dn\u011b.<\/p>","protected":false},"excerpt":{"rendered":"

Even though both focus on customers, the main goals and practices of omnichannel and multichannel differ. Read the article and learn how to give your customers the best shopping experience. OMNICHANNEL BASICS Omnichannel is a strategy that allows you to communicate with customers without limits. It deals with many connected channels (POS, mobile app, e-shop)…<\/p>","protected":false},"author":10,"featured_media":7169,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[21,18,20],"class_list":["post-7168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-analysis","tag-automation","tag-omnichannel"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7168","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=7168"}],"version-history":[{"count":3,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7168\/revisions"}],"predecessor-version":[{"id":7174,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7168\/revisions\/7174"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/7169"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=7168"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=7168"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=7168"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}