Build the Right Company Culture

Identifying techniques to break down the traditional silos is vital to building a new culture. Retailers with a “store-only” mentality are probably the most silo-focused. But even traditional two-channel (catalog/Internet) direct marketers must work to build a customer-centric organization.

In recent years, it’s been widely reported that consumers who purchase via multiple channels are more valuable than single-channel shoppers. A Shop.org study from a couple years ago revealed multichannel shoppers buy 12 percent more frequently and have a 32 percent greater annual spending rate than customers who shop in stores only.