Multichannel Marketing: Recognize the Best Assets of the Store-Web Connection

1. Align your brand with consistent messages and marketing. “Customers demand that marketers stay true to what your brand represents to customers, deliver clear and consistent marketing messages and communications,” she said. “That’s the foundation you can build upon.”

2. Recognize that the channels are different. “Customers expect different things in different channels,” Rawlinson said. “Recognize how they migrate back and forth— how, when, why they shop.”