No blanket rules when it comes to multichannel strategizing

By Ray Goodman

Channel Differences
For example, an item may perform well on the Internet, but the catalog may be driving those sales. Likewise, an item that’s not doing well online may move better at a specific retail location.

Implementing best practices will ensure you not only have the proper planning in place, but also the ability to make changes that make sense according to the actual market conditions and customer demands.

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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