Multichannel Marketing: Adapt With Multichannel’s Evolution

While with Nordstrom and Eddie Bauer, “we brought their channels together to come up with a single solution,” he said, noting how Nordstom “basically ended” the old business model of having the catalog function as a viable sales contributor. Instead, it would serve to promote store and Web traffic.

“We saw customers were behaving differently, so we killed the catalog business” at Nordstrom, he said. “We had our online and store customers, which were driving the business, so we managed that transition. We looked at how customers were behaving with other marketers, such as Amazon.com.”