Channel Integration: Make it Seamless

• It offers customer convenience. If you put customers in control and let them choose the channels that are right for them, you’ll develop stronger relationships with them and get more of their shopping dollars. The No. 1 reason customers shop by a catalog is convenience. But for some customers buying certain types of products, it may be easier for them to shop in a store. If you tell customers, “I’m sorry; that’s a catalog-only product,” they may hear: “I want to make it hard for you to buy from me.”