Harmonize Your Sales Strategies

Takeaway tip: To draw more multichannel shoppers to your retail stores, offer both in-store pickup and returns of online-ordered merchandise.

4. Understand that print catalogs drive retail and online sales.

When Holiday Diver, a niche water sports cataloger based in Deerfield Beach, FL, mails its catalog, Web site traffic skyrockets, says Chuck Whiteman, CIO and executive vice president of marketing. While customers are online, employees use this opportunity to ask for their e-mail address for future e-mail marketing.