How to Successfully Execute Your Multichannel Strategy

2. Open the doors of communication. Many merchants organize and run each of their channels like a separate business. “Break down the organizational silos within the company and view everything from a consumer’s perspective,” says Kean. Even though each channel may have developed on its own, it’s all part of the same company to the customer, and each channel needs to cooperate with the others. One of WebSphere’s clients, a clothing retailer, recently encouraged store associates to send customers to the Web site for extended sizing or special items not available in the store. Its profit was up 44 percent in the quarter following the start of that practice, so it’s a strategy that’s been working, continues Kean.