How to Successfully Execute Your Multichannel Strategy

4. Offer value. As part of the convenience factor, customers want you to know who they are and what they want. But they also want to know their information is safe. “In a recent IBM study that looked at what the retail industry might be like in 2010, one of the key mega trends was that consumers would become more guarded, i.e. they wouldn’t be as willing to provide things like their e-mail addresses unless they thought that retailer would provide them with information they felt was valuable to them,” Kean says. The key here is to provide an absolutely personalized experience that both provides value and makes the customer feel safe.