Multichannel Marketing: Planning 2010: The Game Has Changed

As you plan your marketing program for 2010, challenge yourself and your staff to take “Sally Shopper” to the back closet. In reality, you have no one typical customer, and your marketing program shouldn’t treat everyone the same. Take advantage of cutting-edge print and e-commerce technology to drive customer-centric marketing programs. Cleverly integrate the customer’s experience though all your channels. Build the data tools necessary to explore the nuances of your customers’ attributes and properly evaluate the ROI of all your marketing programs. The successful multichannel retailer will burn its silos and plan a cohesive program that embraces the new marketing reality.