Multichannel Marketing: Adapt With Multichannel’s Evolution

This is indicative of how the catalog/multichannel business model has changed over the past 20 years. “At Lands’ End,” Hillstrom said, reflecting on his 1990-1995 tenure there, “it was catalog/mail order. I had control over it. But things shifted over time, taking control away from the executive team. We went more into database marketing, customer relationship management and compiled lists. I got to know more about the business and executives had to trust I knew what I was doing.”