7 Steps to Multichannel Mastery

● Should all products be offered in all selling channels?
● Should there be parity in pricing throughout all selling channels?
● How should special merchandise offers, specials and markdowns be handled?

The traditional roles of catalog and retail stores are changing. Direct marketing is becoming the driver of Internet and retail activity. Instead of offering all products in all categories, catalogs and direct mail are attention-getters, guiding customers to the Web or a nearby retail store, where a much wider assortment can be offered.