Multichannel: Create a Seamless Multichannel Experience

* Use common branding cues. Your Web site should look like the catalog or retail store that spawned it, said Trollinger.

* Make products easy to find. Include a catalog”quick buy” feature that allows a shopper to input a product number and buy it right on the home page, he said. Further, he noted, have a robust site-search capability for those customers who don’t know exactly what they want.