Beyond the Shopfront: Building a Multichannel Retail Strategy on a Budget

Beyond the Shopfront: Building a Multichannel Retail Strategy on a Budget

When I started Mish, it wasn’t with a boutique on the high street; it was with a website. I built the business online first, then opened our bricks-and-mortar shop several years later. That’s the reverse of how many retailers grow: most of my clients begin with a physical store, and only later add e-commerce.

Living it from both directions has given me a unique perspective. I know first-hand the challenges of making an online shop feel personal and trustworthy, and I know how transformative it can be to then add a physical space where customers can connect face-to-face. And I also see, every day in my consultancy work, how daunting it can feel for independent shop owners to “go digital.”

The good news is you don’t need a huge budget or a tech team to succeed. A multichannel retail strategy simply means meeting your customers where they are, and you can start small.

What Multichannel Really Means

It’s easy to get lost in buzzwords like “omnichannel” or “unified commerce.” Strip all that back and it’s simple: multichannel is about giving customers more than one way to discover you, buy from you, and stay loyal to you.

That might be in-store and online. It might be social media and email. It might be a pop-up market stall plus a click-and-collect service. The exact mix depends on your business, your customers, and your capacity.

Starting Online First: What I Learned

Because Mish began online, I had to build trust without a shopfront. That meant investing time in great photography, clear product descriptions, and personal customer service over email and phone. I learned that small touches, a handwritten thank-you note in a parcel, or a follow-up message to check fit, created loyalty even without face-to-face contact.

When we eventually opened our Bodmin shop and then our Wadebridge boutique, customers were excited to meet us in person. Many already knew us from online, which meant our shop launched with a built-in customer base.

The lesson? Online and offline don’t compete. They feed each other.