MULTICHANNEL INTEGRATION TACTICS FOR 2007

But the resulting glut of Internet pure plays and new catalogers makes standing out from the crowd tougher. Below are McIntyre’s directives for making your catalog stand out.

1. Keep service consistent across channels. Effective multichannel marketing includes both the capability to take orders from multiple channels and the ability to provide the same level of service through each channel, McIntyre says. If your call center reps answer on the first ring and are friendly and helpful, but your Web site is hard to navigate, you’re not providing an equivalent experience in each channel. Find out where the gaps are in your customer service by talking to customers, McIntyre says, then fill them.