Multi-channel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores. For manufacturers, multichannel marketing also includes the use of partners, sometimes known as channels, who market directly to the customer as consultants, dealers or retailers.
Eddie Bauer is sometimes used as an example of a multichannel marketer that offers "brick, click, and flip" - retail stores, Web site, and catalogs. At least one study says that customers of multichannel companies spend 30% more than customers of one-channel companies.
Multi-channel tactics offer the greatest opportunity to boost sales, enhance branding, encourage customer loyalty and reduce costs.
Auctions – Use current low priced store items as auctions to drive traffic to your eBay store and web site. When people do a search store listings will show up below the auctions when there are less than 30 listings.
eBay Store – Sell higher priced items at retail in the store. Use custom store pages to drive traffic to your web site. Think of your eBay store as a marketing tool, not just a sales tool. Customers would rather buy from the manufacturer than from an average seller.