Build the Right Company Culture

2. All selling channels must cooperate with one another. Marketing, fulfillment and administrative costs must be fairly allocated across channels; otherwise everyone will complain.

3. The company database must drive marketing and communication. Even if there are channel-specific submarketing groups, maintain a master customer contact plan that’s controlled by your head of marketing. Successful multichannel marketers have active transactional data from all selling channels and can access that database from all channels. Build RFMP (recency, frequency, monetary and product category) segmentation while measuring lifetime value by source and channel. This is still the critical metric for growing a profitable multichannel business.