Stan Dolberg

To effectively reach the increasingly cross-channel shopping customer, merchants must understand the difference between multichannel merchandising and dynamic cross-channel merchandising. Multichannel merchandising usually refers to tactics contained within channels and isolated cross-channel tactics, such as buying online and picking up in stores. Dynamic cross-channel merchandising coordinates multiple channels to gain market share, grow revenue and profits, and increase customer loyalty. It sounds simple, but the industry is filled with much talk and little action. What are the steps merchants need to take to go from siloed actions to dynamic merchandising? 1. Rethink how decisions are made about the four fundamental merchandising considerations: