Multichannel Marketing: Planning 2010: The Game Has Changed

My mother used to go shopping — defined as hours of browsing through retail stores just to have fun. But today, such entertainment is becoming a thing of the past. Just as most visits to websites are purpose-driven, visits to retail stores and malls are now targeted to specific purchases. Store retailers’ 2010 plans should include tests of highly targeted postal mailings and email offers aimed to drive store traffic.