7 Steps to Multichannel Mastery

The challenge is to project a consistent brand image across all selling channels while securing customers’ “top-of-mind” recognition. Without a doubt, branding is one of the most important underpinnings of successful multichannel marketing.

2. Grow and refine your merchandise concept across all channels. Nothing is more important to the growth of a successful catalog, Internet or retail business — and to gaining repeat business from loyal customers — than a strong, focused merchandise assortment and presentation. A number of questions need to be addressed: