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Simplifying Multichannel Selling: Leveraging Adsmurai’s feed management tool

Multi-channel selling is a strategy that recognises the diverse ways in which modern consumers shop and seeks to engage them effectively across multiple channels. It offers numerous benefits, but also poses challenges that require careful planning and execution. 

To succeed in multichannel selling, companies must prioritise customer experience, data integration and the use of technology to create a seamless and efficient buying process for their customers.


Introduction to Multichannel Selling

Multi-channel selling, also known as multi-channel retailing or omni-channel selling, is a business strategy of offering products or services through multiple sales channels to reach a broader and more diverse customer base. 

This approach recognises that today's consumers use multiple platforms and channels to shop, and seeks to reach them where they are. Multi-channel selling is a response to the changing retail landscape, driven by the digital revolution and changes in consumer behaviour.

When a company embarks on a multi-channel sales strategy, it typically sells its products through multiple online platforms, such as its website, marketplaces (e.g. Amazon, eBay), social media and more. Each of these channels may have specific requirements in terms of product presentation, such as data formats, categorisation and descriptions. 

A product feed management tool makes it easy to adapt product information to the standards of each channel, which is essential for an effective and consistent presence in all channels. In addition, it allows to synchronise and automatically update this data across all channels, which saves time and reduces the risk of costly errors.

Even, as in the case of Adsmurai Marketing Platform Feeds, it can help optimise titles, descriptions, images and other key elements to suit each platform's specifications and improve visibility and performance.


Benefits of Multichannel Selling

Multi-channel selling offers a wide range of benefits to companies wishing to extend their reach and increase their sales. Here are some of the main advantages of adopting a multichannel selling strategy:

  • Increased reach: Reach diverse audiences on different platforms, connecting with customers who might not have found your products otherwise.

  • Diversification of revenue streams: Reduce risk by spreading sales across different platforms, ensuring stability even if one channel experiences fluctuations.

  • Increase brand visibility: Improve brand recognition by being present on multiple platforms, increasing customer recall.

  • Satisfy preferences: Adapt to different shopping habits and preferences, whether customers prefer marketplaces or social media shops.

  • Targeting niche markets: Access specific customer segments on different platforms, catering to niche markets.

  • Build trust and credibility: Increase credibility by appearing on reputable platforms, building trust in product quality.

  • Competitive advantage: Stand out in a competitive market, showing adaptability and customer focus compared to single-platform competitors.

  • Take advantage of the platform's functions: Use platform-specific features for marketing and analytics to optimise sales strategies.

  • Cope with fluctuations: Mitigate the impact of seasonal fluctuations in sales by diversifying sales platforms.

  • Increased customer engagement: Engage customers through reviews, comments and interactions on various platforms.

  • Adapt to trends: Remain flexible in response to changing trends and buying behaviours by having a presence on multiple platforms.

  • Cross-promotion and cross-marketing: Promote your presence on one platform through another, driving traffic across channels.

  • Gain insight: You can access a wider range of data and analytics from each channel to inform business decisions.

  • Maximising sales opportunities: Multiple types of purchases are attracted from different channels based on customer behaviours.

Multi-channel selling is a strategy that offers numerous benefits to companies, such as increased reach, diversified sales opportunities, improved customer experiences and access to valuable data. To fully realise the benefits of multichannel selling, companies must carefully plan their channel selection, integration and management to create a cohesive and effective sales ecosystem.


The role of feed management in Multichannel Selling

Feed management plays a key role in multi-channel selling by facilitating the efficient and effective distribution of product and listing data across multiple sales channels and online marketplaces. The following is an overview of the key role of feed management in multi-channel selling:

  • Data consistency and accuracy: Ensuring that product data is accurate and consistent across all sales channels is critical in multichannel selling. Each channel may have different data requirements, such as specific formats, categorisations or image sizes. Feed management tools help standardise and format product data to meet the unique requirements of each channel, reducing the risk of errors and improving data quality.

  • Channel integration: Multi-channel selling often involves multiple platforms, such as your website, third-party marketplaces, social media platforms and more. Feed management tools enable seamless integration with these channels by generating and updating product feeds for each. This integration ensures that your product listings are always up-to-date and synchronised across all channels.

  • Optimisation of product listings: To maximise visibility and conversions on every channel, product listings need to be optimised. Feed management tools allow you to adapt product titles, descriptions, keywords and images to match search algorithms and the requirements of different platforms. This optimisation helps improve the chances of your products appearing in relevant search results and attracting potential customers.

  • Dynamic pricing and inventory management: Managing pricing and inventory across multiple channels can be complex. Feed management tools can automate the process by dynamically updating prices and inventory levels based on pre-defined rules and real-time data. This ensures you remain competitive and reduces the risk of overselling or mispricing.

  • Bulk updates and changes: When you have a large product catalogue, making manual updates on each channel can be time-consuming and error-prone. Feed management tools simplify this process by allowing bulk updates. For example, you can adjust prices, update product descriptions or add new products on all channels simultaneously.

  • Tracking and analysis: Effective feed management tools provide information about the performance of your product listings in each channel. You can track key metrics such as sales, click-through rates and conversion rates. This data helps you identify which channels are performing well and which may need tweaking or further optimisation.

  • Adapting to channel changes: Sales channels frequently update their requirements and algorithms. Feed management tools allow you to quickly adapt to these changes by adjusting your product data feeds accordingly. This flexibility is vital to stay competitive and comply with channel-specific regulations.

  • Time and resource efficiency: Manually managing multiple channels can be resource-intensive. Feed management tools save time and resources by automating many tasks, allowing your team to focus on other strategic aspects of your business, such as marketing and customer service.

  • Improved scalability: As your business grows and adds more sales channels, feed management tools can easily scale with you. They can handle the increased complexity of managing a larger product catalogue across multiple platforms.

Adsmurai Marketing Platform has a feed management tool that allows you to increase your sales and boost the performance of your Paid Media campaigns. In addition to optimising your product feeds for dynamic ads in each channel you want to include in your digital marketing strategy.


Key Features of Feeds, Adsmurai Feed Management Tool

  • Enrich product data: You can enhance your product catalogues with personalised tags. You can add tags to products or product groups to impact your audience with key collections, bestsellers, seasonal products, etc.

  • Optimise your feed information: Filter products and transform them whenever you want. You can assign templates, replace texts, combine data from different fields or modify existing ones, add UTMs and even create tags for your product information.

  • Design branded creatives: Add the essence of your brand to every design. Connect your optimised feeds with our creative management tool and launch powerful branded ads that inspire your audience.

  • Synchronise your feed with digital platforms: Send your optimised feeds to any online channel. You can quickly extract the product catalogue from your marketplace, generate optimised feeds for all your campaigns and you can send them directly to the main digital platforms.


Multichannel Selling success story

Polo Club, is a Spanish fashion brand for men, women and children with an e-commerce where there is a wide variety of products for different audiences. 

The challenge for Polo Club together with Adsmurai Marketing Platform was to be able to detect the most relevant products and show them in the ads to improve the performance of the campaigns on Facebook and Instagram aimed at new consumers. Using Feeds functionalities, catalogues with these top performers were created and configured with automatic daily updates.

After incorporating catalogues with the top-selling products in the Facebook and Instagram campaigns, as well as automating the creation process, Polo Club managed to improve the results of the campaigns aimed at new consumers, also contributing to an increase in the number of conversions.

Some of the most outstanding metrics thanks to the incorporation of Adsmurai Marketing Platform and the optimised feeds to Top Sales products have been: +17% of ROAS compared to other prospecting campaigns, +342% of CTR and +27% in the total number of orders coming from these campaigns.

Best practices for Multichannel Selling

In this section, we show you the best practices that will help you optimise your sales across multiple channels and deliver an exceptional customer experience.

  1. Consistent branding:

Maintaining a unified identity at all points of sale is very important. Selling through different channels, you can lose the essence of your brand and not be identified with it. Creatives by Adsmurai Marketing Platform, is a creative management tool to create brand designs, automate creatives based on data from your feed and generate ads at scale.

With creatives you can:

  • Design better ad creatives at once: generate or import your own templates, improve the quality of your ads with AI and generate creatives in a few clicks.

  • Customise design and messaging: personalise your product ads with dynamic elements and apply creatives for the product set of your choice at the same time.

  • Automatically adapt creatives to each platform: Save time and automatically adjust creatives to the formats and specifications of each platform.

  1. Platform-specific optimization:

Platform-specific optimisation in multi-channel selling refers to the practice of tailoring product listings, strategies and content to meet the unique requirements and characteristics of each sales platform on which products are sold. The goal of tailoring ads is to achieve maximum impact on each platform by adapting the approach to specific audiences, algorithms and features. 

Platform-specific optimisation recognises that what works on one platform may not be as effective on another. By tailoring the approach to the unique characteristics of each platform, you can increase the likelihood of success, improve viewability, improve user engagement and increase sales across all multi-channel sales channels.

  1. High-quality product images:

High-quality product images influence customers' purchasing decisions. Visual content is a very important element of e-commerce, as it serves as the primary means for customers to evaluate products online. High quality product images influence purchasing decisions such as first impressions, trust and credibility.

  1. Accurate and comprehensive product information:

Accurate and complete product information is a crucial component of successful multi-channel sales as it builds customer trust through transparency. It plays an important role in attracting and retaining customers, increasing sales and minimising customer returns and dissatisfaction. It is an investment that can lead to long-term success and customer loyalty.

  1. Inventory management:

Inventory management is the process of effectively overseeing the ordering, storage, tracking and control of a company's inventory. Effective inventory management is crucial for businesses of all sizes and industries, as it directly influences profitability, customer satisfaction and operational efficiency. 

  1. Data-driven decisions:

Data-driven decision making, also known as data-driven decision making, refers to the practice of making informed decisions and strategies based on data and analysis. It involves collecting, analysing and interpreting relevant data to inform and guide decision-making processes in a variety of domains.

  1. Automated feed updates:

Automated feed updates in multi-channel selling refers to the process of automatically and regularly updating product listings, inventory levels and other relevant information across multiple sales channels or online marketplaces. This automation is typically achieved through the use of specialised software, integrations or application programming interfaces (APIs).

  1. Bulk editing and optimization:

Mass editing and optimisation in multi-channel selling refers to the practice of making large-scale changes or improvements to product listings, prices, descriptions and other attributes across multiple sales channels simultaneously. This approach is essential to effectively manage large inventory, ensure consistency and optimise product information to improve sales and customer satisfaction.

  1. Error detection and correction:

Detecting and correcting errors in multi-channel selling is essential to maintaining the accuracy of product listings, pricing, inventory levels and other critical data across multiple sales channels and markets. Detecting and rectifying errors helps avoid customer dissatisfaction, costly mistakes and compliance issues.

  1. Time-saving workflow:

Efficient, time-saving workflows are crucial for success in multi-channel sales, where managing multiple sales channels and a large inventory can be complex and time-consuming. By optimising processes and using the right tools, you can save time, reduce manual work and focus on strategic tasks.

  1. API integration:

API integration is a crucial component of multichannel selling, connecting and automating multiple systems, data sources and third-party services to streamline e-commerce operations. When done effectively, API integration can improve efficiency, reduce manual work and enhance the overall customer experience.

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