The Bombay Company’s Winning Formula

CS: What mistakes do you see other merchants make in e-mail marketing?
Corey: Those who make single-channel offers — that is, offers good only online or in a store — well, that’s just a fundamental multichannel operational problem. It broadcasts, at least to me, that the company still has trouble with its multichannel integration. Three years ago, single-channel offers were OK, but not any more. Today’s customers demand that offers be the same across all of a retailer’s channels.