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

3. Capitalize on the differences between channels. “Consistency doesn’t mean it has to be the same” across channels, she noted. “Often, you’ll find there are a lot of opportunities in the differences between the channels. Creative strategies around them can increase conversion.”

Among several examples she offered, Rawlinson discussed a new shopping method Neiman Marcus Direct soon will be launching on its Bergdorf Goodman division’s Web site to replicate the store shopping experience and provide added ways for customers to shop.