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Understand key trends and issues in multichannel marketing, part 3 of 3
Editor’s Note: This is the third of a three-part series on becoming more adept and adapting to the multichannel world. Parts one and two appeared in our February and June issues.
Smart multichannel merchants let customers decide how to order. You can visit a J.Crew store and order a pair of jeans via its in-store Web kiosk while talking to a service rep on the phone. What generated the order? In this case, it was a mailed catalog. Which channel gets the credit? That gets a bit complicated.
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