Build the Right Company Culture

The opposite of a multichannel approach is a channel-centric one, where one channel dominates the others. For companies in which a single channel dominates, the company is typically more important than the customer in that everything revolves around company sales and profits.

Retailers have historically thought solely about their stores; other channels are an afterthought. Pure-play catalog or Internet companies concentrate only on those two selling methods. Neither is a winning recipe in today’s market.