Break Down Your Barriers to Multichannel Success
Nine takeaway tips.
Delevante and Van Sickle offered their advice on multichannel marketing during their session “Improving the Marriage Between Retail Stores & Catalog/E-commerce,” held during the Annual Catalog Conference in May.
To overcome the inevitable silos that many multichannel companies operate within, “system limitations may need work-arounds, Band-Aids or duct tape,” Delevante said. To improve communications among channel departments — that is, to enable different channels to collect information about various types of customers — use a good service bureau, she advised. This will help you to overcome limitations of in-house resources.
- Companies:
- Johnston & Murphy
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