Branding: The Multichannel Shopper
How well do three food merchants cross channels?
The catalog Web site is essentially an alphabetical listing of products with virtually no images. Though this listing of products is a helpful feature of the site, making it the main way to shop and present products means it misses many great selling and branding opportunities.
When you go sequentially from the store to the catalog to the Web site, you feel like you’ve just experienced three different companies.
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