Multichannel Marketing: Know Your Customers and Integrate Channels Accordingly

Brian Beitler, vice president of customer marketing for multichannel retailer Bath & Body Works, often spends quality time inside one of the company’s 1,600 stores, asking customers what they’re looking for, why they’re at the store and if they come away satisfied; he similarly monitors the marketer’s online customers. During a presentation at last week’s e-Tail conference in Washington, D.C., he offered six key pointers on what multichannel marketers should know about their customers and how to leverage that data across channels.