Master the Multichannel Tango

The blunt truth is that multichannel retailing is hard. Running a catalog business is a demanding mix of direct marketing skill and retailing savvy. Add in significant Web and store sales, and the complexity rises to a higher level.

Successful multichannel direct marketing is a three-step dance: serving customers across channels, tracking customers across those channels and marketing efficiently within them all. Following are some suggestions that can help.