Break Down Your Barriers to Multichannel Success

Not all channel integration involves getting the retail side to buy into direct tactics. For instance, on J&M’s Web site, customers can access drop-down menus, fill in a ZIP code or state, and click on a button to find local store availability of products. “This literally has been the single-most important relationship builder we’ve had with stores,” Van Sickle said, “because store managers get calls every day from customers. With this feature on our Web site, stores literally can have the shoes ready for customers when they come into the stores.”