Break Down Your Barriers to Multichannel Success

- the average customer who has bought online spent $1,887 in stores, 50 percent more than those retail shoppers who don’t use the Web.

Certainly, if you add marketing channels, you’re doing something right. But as Laura Van Sickle, director of catalog and e-commerce for shoe marketer Johnston & Murphy (J&M), and Ann Delevante, president of consulting firm Crunch Marketing, pointed out, some marketers are doing some things seriously wrong. Specifically, they said, many marketers — particularly those rooted in retail who’ve evolved into catalogers and e-tailers — must address the oft-times distant relationship between catalog, e-commerce and retail departments in order to truly maximize the benefits of being multichannel.