Break Down Your Barriers to Multichannel Success

- seasonal test results and

- future test ideas.

At first, these meetings were long and painful, Van Sickle recalled, “because we had to explain our language and tactics. But now we hold these meetings regularly, and the retailers understand the direct channel.” As a result of the meetings, she said, J&M’s retail team not only now has ownership of the circulation strategy but is devising good, store-traffic-building ideas to implement in the catalog.