Multichannel Marketing: Putting it All Together

In the mid ’90s, Louis Stack, founder and president of Fitter International, was like many people — he’d never seen a Web site. Then a Web developer from Florida offered to create one for his Calgary, Alberta, Canada-based company that sells balance and fitness equipment around the world. By 1997 — the same year Stack’s catalog, Fitterfirst, was launched — the site was downloading orders. Today, Fitterfirst also sells products from a retail store attached to its headquarters, and through 2,500 international dealers and wholesalers.