Break Down Your Barriers to Multichannel Success

3. Repurpose promotional materials. On the direct side, “make all your photography available to your retail stores for signage [creation],” Van Sickle said. “This way, your customer sees a consistent image through all your channels of communication.

“In addition,” she continued, “this kind of redundant production saves you money when you do it right.” The direct side can pass along photos from the print catalog and Web divisions to the retail unit, because “we’re usually two to three months ahead in our production schedule than our retail stores. So it’s easy for them to use our photography, signage and banners.”