Three More Key Multichannel Trends and Issues

Smart marketers track every aspect of telephone, Web and mail orders, as well as inquiries (the front-end of fulfillment). They similarly measure the length of time to pick/pack and ship every order, while gauging the level of returns, exchanges and complaints of customers (the back-end of fulfillment). Good benchmarks are available by which to measure one’s business and the better multichannel companies apply these metrics to their operations.