No blanket rules when it comes to multichannel strategizing

By Ray Goodman

Detailed Planning
To plan effectively, catalogers must consider such key factors as the number of titles and drops, response-rate targets, timing of their mailings, new vs. repeat strategies, merchandising hierarchy, robust color/size analysis, and how their products are offered on the page.

Web sites need to be approached as more than electronic catalogs. Merchandisers must consider such issues as the number of Web sites, landing page changes, e-mail campaigns, conversion rates, portal plans, factors that drive sales to Web sites, and seasonal assortment planning.

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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