Cross-Channel Marketing: Respect the Shopper!

4. Test how channels impact one another.
Retailers need to launch test-and-learn programs to identify patterns of cross-channel shopping behavior. One in three multichannel retailers currently use tactics like credit card matchbacks, coupons sent via email and store-intercept surveys in order to measure the influence of web sales on other channels. Retailers are also experimenting with Twitter and SMS to drive web and/or store sales.