Cover Story: Tailored Deals Bank Sales

JoS. A. Bank accomplishes that in the following ways:

• Photography. Shot initially for the catalog, the same photos are used for all channels. An image you see on the front cover of the catalog could appear on an in-store sign and/or the homepage of JosABank.com. It could be used in emails and direct mail pieces as well, Owens says. This keeps the brand message visually consistent.
• Consistent value message. The value emphasis doesn't change, 
no matter what channel the customer prefers.

"Because we have so many stores in so many states, a website, a catalog, and national TV and radio campaigns," Owens says, "when you see all that photography consistently and you hear that value message over and over, that's really key to maintaining our brand image."