Multichannel Integration: Adapting to the New Normal

To take full advantage of online channels, retailers must ensure that their message stays relevant and meaningful. Relevancy is achieved by employing preference management, which allows consumers to choose what they want to hear and when they want to hear it. While certain factors (e.g., cost) do affect cross-channel communication, consumers’ needs will always be the key driver. Organizations don’t need to rush out and do everything across all channels. Instead, they should leverage the channels their customers use in order to deliver the right message or offer at the right time.