Why a Multi-Channel Strategy Still Matters – Jim's Take from The Commercial Edge Podcast
Why a Multi‑Channel Strategy Matters – Jim’s Take from The Commercial Edge Podcast
By Jim, We are Chain
The Orchard, London – Recording of The Commercial Edge Podcast
Last week, I travelled to London with Alex Walker to join a fantastic panel discussion at The Orchard, a vibrant workspace tucked just behind Marble Arch. The occasion? A recording of The Commercial Edge, a podcast dedicated to helping businesses navigate digital commerce with confidence.
From Conversation to Podcast
It all began a few months ago with a chat I had with Christopher Webber about the pitfalls brands face when they focus too heavily on just one channel. That conversation sparked this podcast episode, titled “Why a Multi‑Channel Strategy Matters”. Soon enough, I found myself on stage at The Orchard alongside a brilliant group of digital marketing experts:
- Alex Walker
- James Chetwode
- David Royle
- Iana Volshmid
- Kelli Peter
Key Takeaways from the Panel Discussion
- Common mistakes with direct‑to‑consumer (DTC) selling – Many brands underestimate the complexity and ignore brand awareness or support channels.
- The value of third‑party sellers and retail partners – They add distribution, credibility and convenience.
- Championing digital channels at board level – It takes data and storytelling to elevate digital strategy in the C‑suite.
- AI vs in‑person retail – New AI‑powered tools (like Claude) help with insights and reporting, but personal connection and trust still drive purchases.
My Perspective: People Buy from People
I shared how, at We are Chain, we’ve always believed the human element is vital. Even as Google and many vendors push towards fully AI‑driven buyer journeys, the simple truth holds: people still buy from people. Technology like Claude enables us to craft impressive reports that map customer journeys end‑to‑end, but it just enhances—not replaces—the human connection.
Why It Matters
Joining this prominent podcast alongside fellow digital marketing professionals was a privilege. It reinforced our agency’s belief: a multi‑channel strategy—built on a blend of direct, partner and human touchpoints—is essential for sustainable growth.
We’re always happy to share more about how this can work for your brand.
FAQs
- What is a multi‑channel strategy?
- A multi‑channel strategy involves engaging customers through various channels—like your own website, marketplaces, retail partners and even live events—to maximise reach and resilience.
- Why not just sell direct?
- Selling direct (DTC) gives you control and higher margins, but partnering with retail or marketplaces can increase visibility, credibility and scale—especially in new markets.
- What is Claude?
- Claude is a generative AI platform that helps analyse data, automate reporting and generate marketing insights. It's powerful—but it's a tool, not a replacement for human insight.
- How do you get C‑suite buy‑in for digital channels?
- Use a combination of data (e.g. ROI figures), compelling storytelling and case studies. Show how digital channels drive growth, brand awareness and customer loyalty.
- Is face‑to‑face retail still relevant in an AI world?
- Absolutely. Despite AI-driven convenience, many customers still prefer human interaction for trust, guidance and reassurance—especially with higher-value purchases.