Define Your Multichannel Customers Like Staples Does

The office supplies multichannel retailer Staples sees multichannel as “the brilliance of the ‘and’ vs. the tyranny of the ‘or,’” said Kenneth Moore, director of business delivery information technology for Staples, during a session at last week’s eTail Conference in Palm Desert, Calif.

Moore laid out four types of Staples customers that have led the company to establish its various marketing channels appropriately.