E-commerce: Use Your Web Site to Improve the Customer Experience Across Channels

¥ Create digital versions of solo mailers, inserts or space ads; then put them on your Web site and e-mail them to customers. “Eighty percent of Sears’ customers aren’t reading the newspaper, but want to be informed of our sales anyway,” said Shimojima. “Be sure to create a PDF of any circulars or insert media, and e-mail your customers with regular updates when these become available.”