Three More Key Multichannel Trends and Issues

If you want to become a true multichannel marketing master, you should be on top of these three, in addition to the seven we outline in the main article.

8. Customer service and fulfillment are to the multichannel business model. At one point in direct marketing history, it was thought that fulfillment was important, but wouldn’t set one apart from competitors. During the pure-play Internet heyday of the ’90s, it was actually amusing to watch Web sellers struggle with fulfillment.