Who Will Be Brave Enough To Become A True Merged Channel Retailer?
Written by Evan SchumanJune 8th, 2007
Shoe chain Aerosoles is one of many retailers trying to figure how far they can go in the multi-channel race.
In talking with lots of retail marketing and IT execs recently, there appears to be this growing realization—concession?—that a true multi-channel approach is a shock to the retail system. Indeed, even the word "multi-channel" sends the wrong message. Isn't that the opposite of the true goal? Perhaps the phrase "merged channels" is closer, with "multi-channel" usually a pseudonym for what Google's head of retailing has dubbed "multi-silo-ed."
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One Comment | Read Who Will Be Brave Enough To Become A True Merged Channel Retailer?
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June 8th, 2007 at 1:11 pm
How do you define multi-channel? This is a really good write-up. I’d add a few things…a first step 1) make sure you can track and measure what she might do in any of your channels 2) make sure you can append data and can have a good sense of who she is 3) make sure you can do something about making her behave the ideal way you’d like her to behave (i.e. dropping bread crumbs and offering carrots!) and 4) insure you can effectively communicate her purchase and the associated purchase benefits back to her so as to convince her to re-buy and refer.