Creating the perfect multichannel retailing strategy with one ERP source

Multichannel retailing, multichannel selling, or multichannel sales is the practice of selling your products on more than one sales channel. Almost every organization starts with one sales channel like a brick-and-mortar store or an online webshop. When you have both, then you already are selling your products via multiple sales channels. Nowadays there are more and more sales channels available, but to let your organization be successful you need to create an omnichannel strategy.

What is multichannel retailing?

So, multichannel retailing is the process of selling your products on more than one sales channel. The e-commerce world is changing and because of that, there are more and more sales channels. You can now sell your products via:

  • Stores
  • Webshops
  • Wholesalers
  • Dealers
  • Distributors
  • Marketplaces
  • Catalogs
  • Social media
  • Affiliate Sales

The e-commerce world changed tremendously in the last few years. Most merchants bypass the brick-and-mortar stores. The online world is the place to be for a shop owner. When you launch a webshop and sell your products to a global marketplace you reach millions of people. This is something you cannot achieve with a physical store. But this not mean that every different channel online has the same requirements. You need to see every sales channel as an individual one because they are individual. For every sales channel, you need different tools, data, and experts. You are keeping track of your product data, storage data en price data for every channel in a different way. But is this the way to go? No! This way of working is time-consuming, and an error is easily made.

The solution to use only one ERP source

How you change this situation? Via one ERP source that handles your data for all different sales channels. The problem then is that you need a tool that translates the data from your ERP to all different sales channels. All those channels speak another language. To make sure your ERP can speak with the different sales channels you can use the ERP Connector as a solution. The ERP (SAP/AX) Connector is a universal communication interface that synchronizes and updates any information between both systems in real-time. No matter which sales or communication channel the update is coming from, the connector will immediately adopt the information throughout all touchpoints. Through integrating the ERP with a webshop, companies can use the strength and functionalities of both systems while enhancing efficiency. How does the ERP Connector communicate with your ERP system (SAP ECC6.X/ SAP S4/ HANA/ Microsoft Dynamics AX 2009 & 2012/ Microsoft Dynamics 365)? With the help of the ERP Connector, you can show for example your real-time amount of stock of a certain product in your webshop. But also, when you update the prices in your ERP system for a specific customer this will also be updated in your webshop interface automatically. Because of the ERP Connector, you will work faster, more accurate and your data will be always up-to-date. This is because the connector prevents that you need to update your data twice.

Omnichannel vs. multichannel

The ERP Connector changes your multichannel retailing strategy with a different strategy for every sales channel to a perfect omnichannel strategy. Omnichannel is a cross-channel strategy mainly for content and your data. So, instead of working in a parallel way, communication channels and their supporting resources are designed and orchestrated to cooperate. With an omnichannel strategy, you can improve your user experience immensely. You could say that omnichannel is the evolved variant of multichannel sales. This is because it is a new way of looking at your strategy. The focus is shifted from selling through different channels to a coordinated experience for the customer. And the customer experience is extremely important in this day and age. Consumers are overloaded with goods and companies that are trying to reach them, if you make sure your experience is better than your competitor, the customer would likely buy your products sooner.

The big difference between omnichannel and multichannel is the level of integration. Multichannel is usually identified as a non-integrated way to approach customers and inventory holdings, while omnichannel requires coherent and absolute inventory integration. This is something the connector can do for your organization.


The ERP Connector has some huge benefits for your organization. Those benefits are:

  • Data is always the same in real-time between your different sales channels.
  • Powerful real-time synchronization between systems
  • Always up-to-date and 100% accurate data
  • A page loading time of fewer than 1.2 seconds
  • More efficiency of business processes
  • Fast time to market
  • Installation between 5 – 10 day
  • Certified ERP plugin
  • Streamline your business

Want to know of the connector is suitable for your organization? Download the whitepaper and find out. Download the whitepaper here

Want to know more about the ERP Connector and if it is suitable for your organization?

Download our whitepaper here and get answers to the following questions:
What is the SAP Connector?
How does the SAP Connector work?
Which data types can you synchronize between your ERP and your webshop?
What are the benefits of using the SAP Connector?
Which other companies use it and what do they use it for?
Is the SAP Connector suitable for my organization?