Multichannel Management: Structure Determined by Measurement and Allocation

There can be benefits to siloed departments, particularly online, for multichannel marketers such as Williams-Sonoma — especially when they’re able to work effectively with other channels’ departments. The Internet has historically been run by a specific group, said panelist Paul C. Miller, senior vice president of direct commerce at Sears Holdings and a former e-commerce vice president at Williams-Sonoma. “We had the ability to scope out what we wanted to do and try some things,” he said.