Three More Key Multichannel Trends and Issues

When we look at the vast differences between a retail store business model (with high fixed costs and lower variable costs) and direct marketing (with lower fixed costs and much higher variable costs), it’s easy to see how different multichannel companies’ financials can be.

Define what your firm’s business model looks like based on each channel in which you are selling. Strive to meet or exceed that financial ideal. Too often direct marketers fail to have a “financial standard” or model by which to compare themselves. This doesn’t mean that each channel should stand alone as a separate business unit or “silo,” however. Smart multichannel marketers realize that one channel may generate a sale while a different channel closes it.