‘Tis the Season

WHAT HE GAINED FROM THIS: The importance of the back end. “You could get a million orders,” Harris says, “but if you can’t fulfill those orders properly, timely and efficiently, you’ll lose your business or your business won’t grow.”

His advice to other multichannel merchants is to constantly examine the back end of your business. “Develop a corporate culture where everybody sees themselves as being part of the sales and marketing team,” he advises. “Everybody in your company can be a touchpoint. The people picking, packing and shipping your products are handling one of the most important steps in the whole selling process. They all represent a touchpoint. Make consumers feel that they made a good decision by going with you.”