Cross-Channel Marketing: Respect the Shopper!

To maximize sales within a cross-channel shopping environment, retailers need to respect consumers' unique shopping habits and flexibly work with them in whichever 
channel they choose. Here's a five-step approach to driving more sales and deeper loyalty with today's cross-channel shoppers:

1. Understand customer shopping preferences.
To accommodate the increasing variety of consumer behaviors, retailers must constantly evaluate the big picture and ensure that data is being shared across organizational silos. Home Depot, for example, matches its in-store and online customer purchasing databases to compare the two 
segments of multichannel shoppers and determine the right strategy to serve them.