Break Down Your Barriers to Multichannel Success
Nine takeaway tips.
She noted that J&M, which captures 60 percent of all customers at retail, monitors the channel mix of its customer base. For example, 13 percent of its customers shop in more than one channel, and 1 percent buy in all three channels.
Nine Tactics
1. Perform matchbacks. Every multichannel merchant must put in place database management tools so all channel departments can match back all available customer data. J&M relies on Abacus’ ChannelView matchback software, which views catalog or e-mail files and matches them back to retail sales.
- Companies:
- Johnston & Murphy
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