Multichannel Integration: Three Tactics to Achieve Channel, Brand and Market Segment Profitability

1. On getting Internet marketing funds from reluctant executives: “One of the ways we raised awareness for e-marketing was to break out the sales that were attributed to Internet marketing on the formal P&L,” said Maureen Daney, vice president and general merchandising manager at multichannel, multi-branded apparel merchant Charming Shoppes. “We also break out those costs.” Contrasting the low cost, high return methods on paper often is enough to convince even the most stubborn CFO or CEO, she noted.