2011 Cross-Channel Trends: Clear Skies Ahead: Recovery and Growth Forecasted for 2011

A growing segment of Paul Fredrick's business involves consumers interacting with the brand via social media. As a result, the retailer added easily accessible links to its website so visitors can not only sign up for its e-newsletters, but also for its Twitter account, Facebook page and blog. These links are key to attracting new customers, Drayer noted.

"We feel as though we've positioned ourselves favorably with some strategic investments that have introduced new customers to the Paul Fredrick brand and allowed us to continue to grow our customer base."

Paul Fredrick also has a "coupon code" page on RetailMeNot.com, a company that provides links to and information about online coupons, coupon codes and discounts for a variety of retailers.

While Paul Fredrick's website already passes the user-friendly test — it integrates several different channels — the company is still looking for ways to improve it in 2011. "We've been aggressive on the customer acquisition front for years, but now we're constantly testing new opportunities and technologies that can introduce more people to our brand," Drayer said.

Mobile, Catalog Options
While igourmet plans to shift its efforts away from paid search and towards Facebook and video initiatives, The Golf Warehouse, a cross-channel retailer of golf equipment and apparel, will be focusing its efforts elsewhere. Despite the buzz surrounding the medium, focusing primarily on social media doesn't always make the most business sense. The channel doesn't impact all audiences or targeted groups, which The Golf Warehouse can attest to.

"Social media doesn't represent a large spend [for us] right now, and I don't see that seismically changing over the next year," said Brad Wolansky, CEO of The Golf Warehouse. "We'll spend more there incrementally as vendors enter the marketplace with solutions that make sense."

One channel that has The Golf Warehouse's full attention is mobile, noted Wolansky. "Mobile is more and more part of our mainstream radar, and will grow as a percentage of our spend in 2011." The Golf Warehouse's catalog will continue to be integral in the brand's overall marketing plans.