How to Successfully Execute Your Multichannel Strategy

“Today, consumers are zig-zagging across multiple channels (Web, catalog, phone, store) in order to make a purchase,” says Katie Kean, vice president of WebSphere Commerce and SWG Industry Solutions for IBM Software Group.”And what is important to note is that they may actually access all of these channels in a single purchase stream.” She adds that it’s critical to realize that customers don’t think about their research and purchases as having anything to do with multichannel marketing efforts, but rather as simply having many ways to shop the same brand.