Branding: The Multichannel Shopper
How well do three food merchants cross channels?
Though D&D may prefer to close the sale at point of purchase to not muddy the waters with other channel choices, an in-store terminal for gift giving or a more obvious gift-giving message is worth a test.
On the other hand, the Web site does a commendable job of promoting both the catalog request feature and the store locations. Copy highlights the regional features of the different sites.
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