MULTICHANNEL INTEGRATION TACTICS FOR 2007

“To provide a single consistent experience for customers across channels,” McIntyre says, “everyone needs to talk to everyone else at your company. There’s no other way to manage a multichannel organization effectively.”

3. Employ faster, clearer and easier communication. The Internet has trained your customers to respond to short and powerful communication, McIntyre says. The more clearly you can communicate, whether via e-mail or catalog, the better your customers will respond. “Well-crafted and catchy e-mail subject lines can double your open rate,” she notes, “And the same is true in your catalog.”