No blanket rules when it comes to multichannel strategizing

By Ray Goodman

The key to expanding into a multichannel marketplace is how you handle the channels. The tendency is to want to treat all channels the same, and here’s where problems can occur.

Each channel has its own standards of marketing, merchandising and fulfillment designed to address the differences in how people shop within that channel. The businesses that are most successful are those that recognize the uniqueness of each channel and plan accordingly.

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Ray Goodman Author's page Ray has been a consultant to various direct marketing companies across the country. His goal is to streamline the merchandising and marketing planning processes inherent in multichannel marketing. He works closely with clients and industry experts to develop new methodologies and tools for merchandising and inventory control. He says, "It's exciting to work with our staff customers to help evolve our applications. I'm proud of the way our staff works together to bring our visions from concept to product." Ray has been with Direct Tech since 1994. His primary responsibility is directing the development of Direct Tech products. He's been a featured speaker on inventory forecasting and management at various industry conferences.

Always Plan by Channel